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BizReport : Advertising archives : February 10, 2009

Forrester: European ad spend to increase only 10%

The predictions aren't exactly dismal but a recent Forrester Research finds that the online ad spend in Europe will increase only about 10% in 2009; that is down from a 30% increase in 2007. What this means is that while the online ad situation isn't dire it is also not rosey.

by Kristina Knight

The report, "European Online Advertising Through 2013", is a bit more optimistic than other firms. The report expects standard display ads to see the biggest downturn because marketers can receive higher ROI and have more control over search campaigns, rich media and direct response campaigns.

" Rather than abandoning display, we encourage advertisers to look for good value. Advertisers will have the opportunity to buy up inventory at low prices and apply targeting to it. Tools such as ad optimization, and features available through social networks are often under-used," Nate Elliot, who authored the report for Forrester, said (via MarketingVOX). "Online will be hurt, just as with all channels during a recession, but the fact is that online is in a better position than offline."

Why the difference? Because while consumers are turning off televisions and tossing away newspaper subscriptions, they are turning to online avenues to watch television programming and read newspaper content - they are simply doing so on their own schedule rather that living according to newspaper or television schedules.

Tags: advertising forecast, display ads, Forrester Research, online advertising, rich media, search

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