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In Western Europe, Rich Media Will Make Greatest Display Gains

Video will be neck-and-neck in terms of growth, but dollar figures will remain lower

Display ad spending continues to post strong growth throughout the world, as formats like rich media and video gain significant marketer attention and draw dollars away from older formats, both on- and offline.

October estimates from Forrester Research projected that overall online display ad spending in Western Europe will reach €4.76 billion ($6 billion) by the end of the year, with rich media not only maintaining its dollar lead among the display formats, but also posting the highest growth in 2012, at nearly 26%.

Video was not far behind in terms of anticipated growth, and gaining quickly in the region. Between 2013 and 2015, annual growth in video was expected to be neck-and-neck with rich media. Starting from a much smaller base, though, video will remain far behind in terms of money spent throughout the forecast period.

Instead, video spending will become more in line with text ad spending, whose growth will begin to slow. And in 2014, for the first time, according to Forrester, more dollars will go toward video than text ads.

eMarketer’s dollar estimate for overall display ad spending in Western Europe is higher than Forrester’s, at a projected $9.3 billion this year. But growth estimates are lower. eMarketer expects the format to rise 14.3% in 2012.

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Check out today’s other articles, “Measuring the Fat Fingers Problem” and “Ereader Shipments on the Rise.”

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