13 January 2021: ELMA publishes today its 10th year analysis of European door drop media spend and usage across 16 countries.
•Doordrop Media is still strong in spite of the increase in digital budgets
•Total door drop volume across 16 markets is estimated at 97 billion items in 2019
•Total door drop media spend across 16 markets is estimated at € 3.7bn in 2019
The largest volumes by country in 2019 remained the same as they were in 2018 i.e Germany followed by France,The Netherlands and Italy.
During 2019, 2 Scandinavian countries allocated the greatest percentage of advertising spend for door drop with Finland at 5.51%, followed by Denmark (4.90%) and then Austria (4.6%).
"Strong real world metrics that compare favourably with Facebook’s own statistics that an ad is looked at for on average 1.7 seconds in their News Feed on a mobile. A focus on the value versus the cost is where the doordrop channel will succeed and this will remain our focus in the years to come." commented Mark Davies, ELMA's Chairman.
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