Pan-European advertising to ‘double’
The value of pan-European online advertising is set to reach £10.8 billion by 2012 - close to double what it is currently worth, a new report states.
A study form research firm Forrester says that online advertising will have an 18 per cent share of the total advertising market, up from nine per cent currently. This growth will be fuelled by the fact that 52 per cent of people are now regularly going online, with the majority spending more time looking at the internet than watching TV.
"Firms will raise their online budgets primarily to better reach the growing net audience that relies on the web for a widening range of decisions," the report states.
"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," it adds.
The UK will experience the greatest growth in online advertising, followed by Germany and then France, the study claims.
