European online ad spend to grow despite recession
- Added:
- Feb 09, 2009
European online ad spend is forecast to rise 10% this year despite the global economic crisis, with the UK taking the biggest slice, according to a new report.
However, the forecast from Forrester Research, indicates that growth will be slower than in previous years, compared with growth of 30 per cent in 2007.
The report goes on to forecast that the market in Europe will reach €14.8bn in 2013.
Report author Nate Elliott predicts that search engine marketing will see the most success this year. Citing the medium's accountability.
Rich media and video ads will contribute almost 59% of all display ad spending in Europe by 2013, the report indicated.
The three largest markets in Western Europe (UK, Germany, and France) will continue to dominate European online advertising, receiving 66% of Western European online ad spending, the report predicts.
The UK alone accounts for nearly a third of online ad spending in Europe and this dominance will continue, according to Forrester.
Commenting on the report, Elliott said: "To prosper during the downturn, interactive marketers should look for value in highly targeted display ads and seek opportunity in the improved performance of contextual ad networks like Google's AdSense."
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