Internet ad spending 'rising'

16th September 2008

More than eight in ten advertisers have increased spending on internet marketing in this year, according to a new survey.

Conducted by the European Interactive Advertising Association (EIAA), the study also found that marketers expect to increase internet spending by 16 per cent in 2009 and 17 per cent in 2010.

The majority of respondents said they thought it was likely that increased online spending has come at the expense of traditional media such as print, television and direct marketing.

Furthermore, over three-quarters of European advertisers stated that they had seen online advertising make a positive impact on their brand image, while expenditure on search engine marketing is expected to see significant growth in the next two years.

"Advertisers in Europe are also starting to realise the economic and operational benefits that are offered through the adoption of pan-regional online strategies," added Alison Fennah, executive director of the EIAA.

According to E-consultancy, UK expenditure on search engine marketing - including organic and paid search - is likely to increase to £2.75 billion in 2008.