France and Germany are relatively mature markets for online advertising.- The Italian and Spanish markets are developing at a slower pace, chiefly because Internet use is less widespread.
- Throughout Western Europe, total advertising spending has plunged with the financial downturn. But the Internet has withstood recessionary pressures far better than other media.
- Online ad spending will post important gains in 2009 and regain significant momentum in 2010.
- Paid search has proved the most popular online ad format in these tough times, while European marketers’ commitment to display, classified ads and e-mail has been somewhat weaker.
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