Online advertising spending in Europe increasing

Mon 4 May 2009 09:08, Bas van den Beld

Marketers think that despite the economic downfall online advertising will be rising 18% in 2009 and even 21% in 2010. This was one of the results of the survey that the European Interactive Advertising Association (EIAA) performed amongst its members.

The main tactic will be search 64%), followed by e-mail 46%), display (41%) and video advertising (35%). What's interesting to see is that Pan-regional advertisers are significantly increasing their use of behavioral targeting in their online strategy compared to local (39% vs. 22%).

Online advertising spending in Europe increasing

The survey was performed by over 300 respondents in the UK, France, Germany, Italy, Spain, Netherlands, Belgium, Sweden, Norway and the pan-European sector. The marketers worked in the Automotive, entertainment, travel, consumer electronics, FMCG, telecommunications,finance and retail sectors.

In 2009 70 percent of the questioned marketers thinks it will increase their spendings. Only 8% feels it will decrease, while 22% believes it will stay the same.


Only 8% said it would increase their classified advertising. Afilliates, behavorial targeting and ad networks all will see an increase of around 25%. The money which will be spent more in 2009 mainly comes from magazines (46%) and TV (37%).

With online marketing marketers mainly want to direct market and branding. In that they target those between 25 and 44 the most.

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