Online ad budgets to grow in 2010, says EIAA

Online advertising is set to grow by 7.6% year on year in 2010 as 94% of marketers increase spend, according to the European Interactive Advertising Association (EIAA).

The EIAA Marketer’s Internet Ad Barometer survey of European marketing executives found 83% have increased online ad spend this year and plan further rises.

By 2011, a further 93% year-on-year increase in online spend is expected.

The targeting opportunities and value for money online advertising offers were named as key drivers.

The EIAA also found one-third of businesses are already adding mobile advertising to their overall strategies, with 97% expecting further increases in spend on the channel over the next two years.

The increased online spend is being diverted mainly from direct marketing budgets, according to 30% of those polled. Over one-third of marketers are shifting TV ad spend to digital in line with increasing online video ad opportunities.

Alison Fennah, executive director of the EIAA, said, “Online advertising is continuing to thrive and grow due to its flexibility, accountability and ability to offer brands a robust return on investment while the recession has an impact on overall marketing budgets.”

This stroy first appeared on newmediaage.co.uk

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