In a survey of its membership, the European Interactive Advertising Association (EIAA) found that online advertising spending in Europe is increasing. The marketers expected digital ad spending across Europe to rise by an average of 18% in 2009, 21% in 2010 and 15% in 2011.
Seventy percent of the marketers said they will be increasing their digital spend in 2009.
Sixty-four percent said they will increase their use of search in 2009. Somewhat less than one-half expected to use more e-mail, and 41% more display.
Video advertising, affiliate marketing, behaviorally targeted advertising, ad networks, demographic targeting, direct response, paid sponsorships and classified advertising rounded out the field.
For most marketers, the goal of digital advertising was a combination of direct marketing and brand advertising.
In conclusion, the EIAA report found that advertisers across Europe planned to continue increasing investment in online advertising—despite the current economic climate—and that online will continue to divert spending from traditional advertising budgets.
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