Maximising ad spend:
Advertisers turn to online
Advertisers are increasingly turning to the internet as a solution to maximise their ad spend budgets, according to EIAA research. 81% of advertisers claimed that their online ad spend has grown in 2008, and it is set to do the same over the next couple of years, with an increase of 16% in 2009 and 17% in 2010.
The overall budgets of advertiser is not growing, therefore the money spent on internet advertising is coming from the budgets of more traditional mediums such as TV and print media. The majority of respondents believed that online advertising has a positive impact on the perception of their brand as well as overall brand awareness.
73% of the advertisers interviewed for the survey claimed that they were increasing their use of online as an advertising medium, whilst 31% said their use of TV was declining and 40% were lessening their use of newspapers.
This research shows that while other forms of media are suffering from slowing spend, online continues to take a growing proportion of advertising budgets as brands increasingly recognise its impact, value and potential ROI, said Alison Fennah, executive director of the EIAA. Advertisers in Europe are also starting to realise the economic and operational benefits that are offered through the adoption of pan-regional online strategies.
The survey was conducted online with senior marketing executives with responsibility for advertising budgets and/or strategy across UK, France, Germany, Italy, Spain, Netherlands, Belgium, Norway, Sweden and the pan-Euro sector.
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