Europe: 12,9 Billion Euro for Online Marketing
The Ad-Ex-Report of the Interactive Advertising Bureau (IAB) Europe and PriceWaterhouseCoopers shows a volume of 12.9 billion euros for the European online advertising market 2008. Compared to last year, the growth was reduced from 40 percent (2007) to 20 percent (2008).
The European online advertising market wasn't immune against the economical crisis. The ten major markets (93% of the total value of the market including countries like UK, Germany, France, but also the Netherlands) saw year-on-year growth rates less than 20%. The Netherlands for example grew only 9% in 2008. Smaller markets, like Slovenia, Poland and Austria, are currently enjoying the strongest growth and still offer advertisers and digital media companies significant business opportunities. "Overall, the report shows a picture of growth in Europe. These figures also show clearly, however, that 2008 was a tough year for the online advertising industry, "said Alain Heureux, President of IAB Europe.
By segment search marketing remains the leading format in Europe (43 percent), followed by display ads (29 percent), classified ads (26 percent) and e-mail marketing (2 percent).
"In 2008 search and classifieds enjoyed the most growth of the four formats we measured," said Alain Heureux, president and CEO of IAB Europe. "This can be partly explained by measurement and performance based marketing needs - in times of recession advertisers are more focused on proving return on investment for every Euro spent and these two formats are the most accountable in online advertising."
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