The value of online marketing will more than double to €16bn (£10.8bn) across Europe by 2012, according to a report by research agency Forrester. The report says online will represent 18% of total media spend within five years as the number of consumers with broadband access in Europe rises from 47 million to 83 million.
The online market was valued at €7.5bn (£5bn) in 2006. But the report predicts that display advertising alone will grow from €2.5bn (£1.7bn) last year to €5.6bn (£3.8bn) by 2012.
The report found that 36% of Europeans now watch less television because they go online, and that 67% of online consumers think advertisers do not tell the truth in ads.
Forrester also interviewed 24 senior marketers about their online marketing strategies as part of the research. Most say they use search as a key element, with 17 paying agency fees.