Europeans have embraced online advertising with ardour, and their passion for the medium is predicted to burn ever brighter this year.

A new report by Nielsen/Ratings reveals that the number of European website banner ads - particularly in Sweden, France and Holland - increased by nearly a quarter in 2004, while online advertisers increased by 11% over 2003.

Online ad campaigns increased by 10% for the same twelve month period to November 2004, hitting 36,824.

Among the top continentwide advertisers are online auction site Ebay, etailer Amazon, computer giant IBM and UK newspaper The Daily Telegraph.

Says Nielsen internet analyst Gabrielle Prior: "The results show the increasing importance of online in an overall advertising strategy."

  • The report's finding offer a warm welcome to Guy Phillipson, the new UK ceo of international trade body and think tank, the Interactive Advertising Bureau. Phillipson joins from telecom giant Vodafone where he was head of advertising.

    Data sourced from; additional content by WARC staff