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BizReport : Research archives : June 05, 2007

U.K. top online ad spender in Europe

The U.K. accounted for the largest ad spend in Europe last year, according to a new report from the Interactive Advertising Bureau (Europe).

by Helen Leggatt

iab%20logo.jpgThe figures, released this week, cover spending on classified, display, directory, search and email advertising. The U.K. was the largest spender with almost $4 billion, or 39 percent of total European ad spend, almost twice that of the next largest spender, Germany, with 22 percent of the market.

The Netherlands came in top in terms of online spending as a percentage of overall media ad spend, with 13 percent, followed by Denmark (11.9 percent), U.K. (11.4 percent), France (9.5 percent) and Germany (9 percent).

Search advertising accounted for almost half of all internet ad spending throughout Europe (45 percent), said the IAB's report. Display advertising accounted for 31 percent, classified 22 percent and just 1.6 percent went on email marketing.

Alain Heureux, President of IAB Europe, said: ‘‘These figures demonstrate without any doubt the significance of the European online advertising industry.”

Tags: Europe, online ad spend, search advertising

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