The rise and rise of broadband across Europe could provide the adrenalin shot for a return to the online ad bonanza of the late nineties, according to a new study from ZenithOptimedia and PriceWaterHouseCoopers.
The study predicts that by 2007 broadband subscribers will triple in number across western Europe's most web-savvy nations - Germany, France, Holland, Italy, Spain and the UK. This is a trend that will spark online advertising growth of 10.6% this year alone.
This, together with other key factors such as the ongoing recovery in economic confidence, the Olympics and the European soccer championships in 2004, plus the 2006 Soccer World Cup, will boost the advertising industry as a whole.
Summarizes PwC researcher Robert Boyle: "The green shoots of recovery are being seen across all sectors. As the market continues to consolidate and adapt to ever-changing consumer demands and new technologies, a period of healthy growth is forecast."
Data sourced from: MediaGuardian.co.uk; additional content by WARC staff