European advertisers look to the web

27 April 2009

LONDON: A total of 70% of European advertisers plan to increase their online expenditure this year, with traditional media including TV and newspapers set to suffer as a result, the EIAA has found.

The organisation polled marketing executives in nine western European countries, with respondents working in sectors including FMCG, automotive, consumer electronics, telecoms, finance and retail.

It reports that 21% of participants have already budgeted to increase their online investment next year, and 15% have also scheduled to do so in 2011.

Overall, 47% of companies now regard online as an "essential factor within the marketing mix," up from 38% last year, and just 17% in 2006.

Some 37% also stated that the increase in online spending will be drawn from budgets previously allocated to TV, a figure falling to 32% for newspapers, but rising to 46% for magazines.

Direct mail and radio will be relatively more stable, with just 12% of firms planning to fund internet adspend by cutting back on these mediums.

Some 16% of internet adspend will be dedicated to regional rather than national campaigns this year, up from 11% in 2008.

Almost three-quarters of marketers will also heighten their focus on demographic targeting in 2009, with over half hoping to engage 25–44 year olds.

Some 30% of those surveyed by the EIAA said they had used mobile ads in recent campaigns, while 35% intend to increase their use of online video.

Data sourced from EIAA; additional content by WARC staff