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BizReport : Advertising archives : September 22, 2016

The state of Internet traffic in Europe

Internet traffic is nearing saturation point in Europe and, as a result, many European websites are decreasing in size. So, what tactics are those sites that continue to grow using?

by Helen Leggatt

The latest report from Adobe Digital Insights, 'Advertising Demand Report 2016: Europe', reveals that the key to driving traffic to websites, in view of the impending saturation point, is to implement personalized, moment-marketing tactics. Such are the strategies of those websites who continue to grow.

During the last three years, 54% of European websites exhibited growth, with visits among those sites increasing by an average of 52%. However, 46% of websites in Europe saw their traffic shrink by an average of 35%.

Among those websites who have seen traffic decrease, most were focusing more on "pay to play" channels such as referrals and affiliates, and relying too much on channels that are better suited to brand strength, such as direct.

Optimizing websites for mobile is another tactic used by those growing websites. In fact, the gap between growing and shrinking businesses in terms of mobile traffic has increased from 41% to 51%.

In terms of advertising, less than half (48%) of Europeans said marketers are effective at providing them with online ads that they are interested in. By comparison, 58% of American consumers believe that marketers are effective. Europeans are also less accepting of personalized advertising. Less than two-thirds (63%) of consumers like personalized ads, compared to more than three-quarters of U.S. consumers. Over 50% of Europeans also expect to be rewarded with relevant content and offers in return for sharing their information.

Tags: advertising, Europe, trends

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