Online advertising ‘grows fast’
Spend on European online advertising is growing fast - and is set to reach £10.8 billion by 2012, a new report states.
A study from research company Forrester asserts that the value of pan-European online advertising will double from 2006’s levels by 2012 - and that its share of the overall advertising market will leap to 18 per cent from its current nine per cent level.
The UK will continue to lead online advertising spend over the next four years, the research states, with Germany and France in second and third places.
Forrester says that European internet users now spend 14.3 hours a week online - compared to 11.3 hours watching TV and 4.4 hours reading newspapers and magazines. Around 36 per cent of people who regularly use the internet say that they watch less TV as a result.
"After five years of dipping their toes into the online marketing waters, firms have come to realise that the net is a valuable medium for client acquisition, retention and market expansion," the BBC quotes the study as saying.
