The study, conducted by European Interactive Advertising Association, found 70% of advertisers claim their allocated online ad spend is set to rise in 2009, with almost half (46%) saying the spend will be redirected from magazines (46%), newspapers (32%) and television (37%).
Radio advertising budgets have been least affected by online advertising, with only 12% reallocating their spend online, a 6% decrease from 2008.
The results reveal that online is playing an increasingly important role in overall advertising strategies, with 47% of advertisers saying online is an important factor in the marketing mix, up from 38% last year.
Advertisers who see online advertising as essential are also increasing their mobile budgets. Almost one third of advertisers (30%) claim to use mobile within their advertising strategy.
The research also shows advertisers are allocating on average 16% of their online advertising spend at a pan-regional level rather than country level, a 5% increase from 2008.
Pan-regional advertisers also predict a higher increase in their online advertising, with 82% of them citing an increase compared to 69% of local advertisers.
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