As more Europeans buy online, the online ad market expands
Europeans are buying more online – and the search marketing advertising market is heating up in response. As the Internet becomes mainstream in Europe, European marketers will spend €83 billion on online advertising by 2011, representing 8.3% of all European advertising spending, according to new findings from Jupiter Research, “European Online Advertising Forecast, 2006 to 2011.”
Search marketing will get the largest slice of that pie, increasing from 41% of total online ad spending in 2005 to a projected 49% in 2011. To reach consumers as they increasingly move online to shop and look for information, 65% of search marketers surveyed by Jupiter increased their paid search spending last year, Jupiter says.
Beyond consumers’ increasing use of the web, other factors helping to drive projected increases in search marketing spending are the rising number of vertical search engines and portals’ focus on growing search, which is increasing both the number of searchers and the number of searches conducted.
Additionally, new advertisers are coming on board with online search marketing, including both small and large marketers, according to Jupiter. “Internet penetration grew from 46% in 2004 to 49% in 2005, and will reach 58% in 2011,” Jupiter says. “This increased use has resulted in a growing recognition across all industry sectors of the importance of incorporating online media into the marketing mix.”
Back...
