According to new research from the European Interactive Advertising Association (EIAA) European advertisers have continued to rely on online advertising in this (almost past) year of recession.
The EIAA found that 83% of the surveyed marketers increased their online ad spend in 2009 compared to 2008.
The outlook for 2010 and beyond is positive too: the association found that marketers predict a 7.6% year on year rise in online advertising spends in 2010 and a sharper increase of over 15% forecast for 2011.
Furthermore most advertisers are impressed with the results of online advertising with 84% of respondents satisfied with the performance of online as a medium and 96% seeing online advertising as ‘essential’ or ‘a growing medium’.
One of the main reasons why the use of online advertising has grown in a tough year is the economic downturn. The reason: the medium’s effective targeting capabilities. On top of that 31% of marketers quoted cost efficiency as a reason for increasing their use of online. In other words: ROI.
When looking more into the details we see an increase in techniques and media that are more direct marketing and targeting oriented such as email advertising, behavioural targeting and affiliate marketing which is predominantly based on result-driven buying models including cost per click, cost per lead and cost per sale.
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