Regardless of where your office is located or how much experience you have in the advertising industry, modern advertising technology allows you to reach your connected customers wherever and whenever and stay within your budget. This week’s #AdvertisingInsights examines trends in ad expenditure across Europe, the increase of ad spend to millennials in the US, and media costs in the US during the holiday season.

Top markets in Europe are projected to increase digital ad spending three times faster than total ad spend from 2015 to 2019 according to eMarketer, and will surpass $45 billion. The UK leads the region at €8.91 billion ($11.82 billion) in spend in 2014, followed by Germany with €5.39 billion ($7.15 billion), France with €3.72 billion ($4.94 billion) and Italy with €1.88 billion ($2.49 billion). To find out how media costs for Europe varies by country, download the latest Salesforce Advertising Index for Q2 2015!

Ad spend in the US has shifted to the millennial generation, and with good reason! There are 75 million millennials in the US alone, and according to Turn, advertisers spend 500% more on millennials than other generations across digital channels. Spend targeting millennials with video content, for example, is as much as six times greater. Advertisers spend at least four times as much on display, on social, and on mobile advertising compared to all other age groups. When segmenting your audiences, make sure to allocate more budget when targeting customers under age 34.

Advertising costs tend to go up leading into Black Friday as advertisers ramp up their spend and have probably already increased this year. Between the start of November and Cyber Monday on December 1st last year, media costs of an index of Salesforce advertising customers rose a full 70% in the US, from $3.59 to $6.10 CPM. Increase your bid amount, set spend caps, and continuously optimize your ads in order to make sure your ads get traction without overspending. Focus your targeting on the people who will deliver the best return on your ad spend, such as your highest lifetime value customers.

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