Europe's online advertising market is set to treble in size within four years, according to trade body the European Interactive Advertising Association.
The EIAA says internet advertising - currently accounting for some 2% of total marketing spend across the continent - will rise as high as as 7% by the end of 2008.
The keys to this expansion are the rapid growth in broadband connections and consumers' increasing enthusiasm for online shopping. The EIAA points out that other forms of media are likely to find their share of the advertising cake diminishing as a result.
Says chairman Michael Kleindl: "If current solid underlying trends continue we would expect online to account for between 15 per cent and 20 per cent of the European advertising market by 2015. This trend mirrors that seen by the US where internet ad spend is already in double figures." [WAMN: 25-Feb-2005]
Data sourced from mad.co.uk; additional content by WARC staff