Online adspend in Europe is expected to account for 7% of total spend by the end of 2008. With one in five media hours now spent online, the EIAA says that European trends mirror those seen in the US, where the percentage market share of internet adspend is already in double figures.
Advertisers are expected to have to increase their media spend in order to reach their audiences more effectively.
In November 2004, the EIAA Media Consumption Study found that the internet now accounts for 20% of total media consumption, including newspapers and magazines. Almost half of those questioned, 42%, are online every day.
With the rapid rise of search engine ads, the EIAA expects to see strong revenue growth for online brand advertising as bigger brand marketers integrate it into their marketing activities.
Brand advertising is expected to represent around 45% of online ad spend in 2006 and maintain that share as the market grows.
The EIAA represents Europe's largest online media owners, with members including: Adlink Internet Media; AOL Europe; Lycos Europe; MSN Europe; Tiscali; T-Online International; and Yahoo! Europe. It compiled the figures using its knowledge of pan-European and local markets and through pooling member figures and research.
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