European advertisers choose online advertising over traditional media like TV, newspapers, and magazines – European Interactive Advertisers Association.
- Just 8% of the advertisers said they cut budgets for online advertising.
- Seven in 10 said their online ad spend is increasing in ’09.
- Nearly four in 10 advertisers said budgets are being reallocated from TV (37%). Some 32% are moving funds away from newspapers, 46% from magazines.
And the trend will likely continue throughout 2009, according to the report. Online advertising is playing a more central role in overall ad strategies
- 47% of advertisers consider online solutions as an essential factor within the marketing mix, up from 38% in last year’s research.
- 16% are allocating larger budgets to pan-regional rather than country-specific campaigns – up from 11% last year.
64% of advertisers increased their paid search investments. Email, display and video advertising were cited as most popular tools. Mobile is also growing: 30% of marketers are making use of mobile formats within their overall strategy.
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