By Mark Sweney: Online ad spend is set to buck the trend of the wider advertising recession in 2010 with a predicted 7.6 percent year-on-year increase across Europe, according to a new report.
The report, The Marketers’ Internet Ad Barometer, forecasts that online ad spend across Europe will grow even more rapidly in 2011 with budgets expected to grow by 15 percent year-on-year.
This forecast by the European Interactive Advertising Association – which counts AOL (NYSE: TWX), BBC, MTV, eBay (NSDQ: EBAY) and Conde Nast as members – will raise hopes that marketers are beginning to regain confidence and increase their budgets across the board.
– EIAA also found that while TV ad spend may be under pressure, websites such as ITV.com that offer programmes online are starting to catch on with marketers.
– The report, conducted with senior marketing executives across nine European markets, found that 33 percent of the advertisers canvassed said they were increasing spending on online video advertising. About 20 percent of respondents also said that their spend on mobile advertising was increasing.
The downturn put the brakes on the seemingly inexorable rise of internet spending, with UK analysts downgrading growth forecasts to flat year on year for 2009.
And within this £3.3bn-a-year sector, Group M, WPP’s group media buying operation, believed online display advertising would be down 12 percent year on year, with classified advertising down 4 percent. Only the Google-dominated search advertising sector is expected to show year-on-year growth, of about 5 percent, for 2009.
This article originally appeared in © Guardian News & Media Ltd..
Comments have been disabled for this post