Is the constantly trumpeted rise and rise in European internet advertising mere IAB hype - or incontrovertible fact?

A study by Nielsen/NetRatings released Thursday suggests the latter. As does a separate report last week from the Carat media network.

According to NNR, the number of ads on European sites rose to 94,939 in November 2004, up year-on-year from 76,375. By nation, the individual increases were ...

  • Sweden + 55%
  • France + 41%
  • Netherlands + 34%
  • Italy + 29%
  • UK + 27%
  • Switzerland + 27%
  • Denmark + 26%
  • Austria + 25%
  • Germany + 10%
  • Spain + 9%
  • Belgium + 9%.
In pan-European terms, November saw registered a total of 36,824 internet advertising campaigns, a year-on-year rise of 10%. The number of companies buying web ad space rose by 11%, from 15,716 to 17,441.

The top five advertisers (ranked by number of campaigns) were ...

  • Ebay Germany
  • PriceMinister France
  • Ebay UK
  • Amazon UK
  • HUK24 Germany
... while the top advertising sites were ...
  • Meine Stadt Germany
  • Yell.com UK
  • Fuorissimo Italy
  • Italia DVD Italy
  • MSN UK
The NNR data excludes search-linked ads and popups. Nor does it include expenditure.

The Carat study, however, calculates global online spend, estimating that it rose 20% in 2004. No separate figure for Europe was available.

Data sourced from Financial Times Online; additional content by WARC staff