Online marketing to be worth 10.8bn by 2012, says report

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 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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here