4.28.2009

EU 'Net Marketers Optimistic About Online Advertising

European advertisers choose online advertising over traditional media like TV, newspapers, and magazines - European Interactive Advertisers Association.

  • Just 8% of the advertisers said they cut budgets for online advertising.
  • Seven in 10 said their online ad spend is increasing in '09.
  • Nearly four in 10 advertisers said budgets are being reallocated from TV (37%). Some 32% are moving funds away from newspapers, 46% from magazines.

And the trend will likely continue throughout 2009, according to the report. Online advertising is playing a more central role in overall ad strategies
  • 47% of advertisers consider online solutions as an essential factor within the marketing mix, up from 38% in last year's research.
  • 16% are allocating larger budgets to pan-regional rather than country-specific campaigns - up from 11% last year.
64% of advertisers increased their paid search investments. Email, display and video advertising were cited as most popular tools. Mobile is also growing: 30% of marketers are making use of mobile formats within their overall strategy.

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Interactive Ad Growth Still Healthy


Interactive advertising is heading for growth over the next seven years, according to Forrester Research Interactive Advertising Forecast.

Interactive online advertising (display, email, mobile, search, and social media) will experience a 17% CAGR, totaling almost $55 billion in spending over the next seven years.

Five key online advertising channels will see the following 7-year CAGR, according to the report:
  1. social media - 34%
  2. mobile - 27%
  3. display - 17%
  4. search - 15%
  5. email - 11%
Overall interactive advertising spend will grow an estimated 10% - from 9% of all ad spending in 2008 to 19% in '14.

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