The EIAA Marketers’ Internet Ad Barometer 2008, was commissioned by the EIAA to provide valuable insight into the role online advertising plays in the marketing mix and attitudes towards the internet amongst key advertisers across Europe. The results reveal that online is playing an increasingly important role in overall advertising strategies with 38% of advertisers now regarding online as essential (vs. 17% in 2006).
The internet is continuing to prove the medium of choice for advertisers as they seek to maximise ad spend budgets. 81% of advertisers claim that their allocated online ad spend has grown in 2008 and predict that it will continue to do so over the next couple of years (+16% in 2009 and +17% in 2010).
For further details click here.
The EIAA Marketers’ Internet Ad Barometer 2006, commissioned by the EIAA to understand the role online advertising plays and attitudes towards the Internet amongst key advertisers across Europe reveals that online adspend is expected to grow substantially over the next 3 years (by over 65% by 2008), FMCG and Entertainment brands in particular are planning significant online spend. The study also reveals that advertisers are diverting ad spend from TV and print budgets to online and online terminology and campaign measurement are no longer perceived as huge barriers.
Conducted by B2B International, the study involved over 170 telephone interviews with senior marketing executives with responsibility for advertising budgets and/or strategy within leading FMCG, Entertainment, Travel, Consumer Electronics and Automotive companies across the UK, France, Germany, Spain, Italy, Netherlands and the pan-Euro sector.
Click here to find out more about the study.
The research dispelled many of the myths and preconceptions surrounding online advertising revealing that the internet forms a vital component in the marketing campaigns of many of Europe’s top advertisers. The increasing importance of online is being driven by greater broadband penetration and therefore internet usage.
This study involved interviews with over 50 top marketers at some of the leading brand advertisers in the FMCG, Entertainment and Automotive sectors
Click here to find out more about the study.
|
