Online advertising in Europe grew by 40 per cent from 2006 to 2007, according to the Interactive Advertising Bureau Europe. And with a total spend of €11.2bn in 2007, it seems Europe is closing the gap on the US market, which spent €14.5bn in the same year.
IAB Europe has an ambition it calls ’10 before 10’ in which it hopes to see 10 European countries with online advertising accounting for at least 10 per cent of overall ad spend by 2010.
So far, Denmark, Germany, Netherlands, Norway, Poland, Sweden and UK all have reached or surpassed that figure.
Sectors investing the most include Entertainment & Leisure, Telecoms and Finance & Insurance, reports MarketingVOX. In particular, the Entertainment & Leisure sector has taken advantage of interactive social media tools now available on the net.
“Despite a slowdown in advertising spend on some traditional media, the rise of online advertising in Europe continues unabated,” says Alain Heureux, president of IAB Europe.
Meanwhile, mobile advertising also looks to continue its recent expansion. Half of all brands polled by the Mobile Marketing Association said they were experimenting with some type of mobile marketing. SMS text campaigns are the most common, followed by mobile websites and mobile email marketing, reports MarketingVOX.
A Universal McCann research study has also found that more than a third of high-use smartphone users respond to mobile advertisements. According to the survey, 53 per cent of smartphone users click on ads, 35 per cent request more information or a coupon and 24 per cent make purchases via their handset.
And with ICANN, the global body that oversees the internet, set to allow a new type of top-level domain name that matches a company’s brand; it seems the possibilities of internet marketing are limitless. While there are still details to be worked out, and an estimated cost of $500,000 to buy, the new rules will allow companies to buy domain names such as .coffee, or .doors.
Read more:
‘Brand risks and rewards’, Business to Business, 8 June 2009
‘Online Advertising in Europe Surges 40%, Closing Gap with US’, MarketingVOX, 3 June 2009
© MarketingVOX.com
‘Mobile Marketing to Leap 26% This Year’, MarketingVOX, 8 June 2009
© MarketingVOX.com
