It looks as though the recession is to boost Online Ad Spend as up to 70% of advertisers in Europe indicate that they intend to invest more budget and increase online advertising spend throughout 2009.
The EIAA (European Interactive Advertising Association) found advertising budgets were increasingly being reconsidered, with money being reallocated from more traditional media to online marketing.
The shift is effecting many forms of traditional media including TV, which has seen up to 37% of advertisers reinvesting advertising spend online. 32% of advertisers also said they were pulling money from newspapers and redeploying online, however, it was magazines that took the biggest hit, with 46% of advertisers moving money away from the medium.
Radio (down 24%) and Direct Marketing (down 12%) suffered smaller decreases in revenue reallocation.
The 18% rise in online ad spend is expected to continue, with advertisers claiming increases of 21% in 2010 and 15% in 2011.
It is suggested that advertisers are particularly interested in the young online audience and even more increasingly amongst 33-44 year old web users.
Source: NMA
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