81% of European advertisers claim that their allocated online ad spend has grown in 2008. 82% of them said they were funding the increase by downsizing their TV or direct marketing budgets according to a European Interactive Advertising Association survey.
38% of advertisers also now regard online as essential compared to 17% in 2006. 77% of those questioned found online advertising to have a positive impact on the perception of their brand as well as overall brand awareness (68%).
Online spend is increasingly being focused in three key areas. Display remains the dominant format taking 38% of spend, up 9% from 2006, while search and affiliate advertising are experiencing rapid growth, up 35% and 25% respectively since 2006.
http://www.brandrepublic.com/Digital/News/846120/marketers-raiding-offline-budgets-online-spend/?DCMP=EMC-Digital-Bulletin
http://eiaa.net/news/eiaa-articles-details.asp?id=173&lang=1
- Antonia Lim
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