June 21st 2011
written by Inventa
In total, online marketing investments in 2010 grew by 15.3%, compared to 2009, making the market worth some 17.7 billion Euros. According to IAB’s data, some 18% of all the money spent is spent on online advertising. This increase is explained by new formats and forms of advertising, including video, social networks and mobile advertising.
Together with the IAB Croatia, an association for interactive marketing and a member of the European IAB association, we are presenting you here the current state of online advertising in Europe, based on IAB’s Adex research data for 2010.
The key data was presented at the Interact Conference in Barcelona, which took place on Jun 8th-9th, result of which are our graphs. What is the state of online advertising in Europe, and where do Croatia and Slovenia stand?
IAB Croatia is a member of IAB Europe, and association present on almost all European markets, from UK and Germany to Finland, Czech Republic and, of course, Slovenia and Croatia.
IAB’s research was done for 2010, including markets of 25 countries in which the local associations are present: Austria, Belgium, Bulgaria, Czech Republic, Croatia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Holland, Norway, Poland, Russia, Romania, Slovenia, Slovakia, Spain, Sweden, Switzerland, Turkey and the UK.
How much is European online advertising worth?
In total, online marketing investments in 2010 grew by 15.3%, compared to 2009, making the market worth some 17.7 billion Euros. According to IAB’s data, some 18% of all the money spent is spent on online advertising. This increase is explained by new formats and forms of advertising, including video, social networks and mobile advertising.
Some 8 billion was invested in SEM, i.e. the search marketing, while some 5.8 billion Euros was invested in display marketing. It is interesting that, unlike in 2010, the display marketing grew by 21%.
Online advertising in Croatia is 7% of the market
Jan Jilek, the president of IAB Croatia and director of AdNet, gave Netokracija his own view of online advertising in Croatia an Europe:
This time around Croatia is among the countries following the global trend of display ad growth being bigger than other online advertising, but I think the reasons for this growth are somewhat different here. Here this segment of online advertising is just starting to be more seriously considered. Display advertising is only now getting the recognition for being the right tool to brand one’s products/services, while in Europe the reasons for this growth are the new formats of online ads, video ads, better and better users’ research, social networks’ advertising, and many others…
What really makes us happy is the repeated boom of online advertising in general, which is again in double digits, i.e. 15.3%, compared to 2009, when it was a mere 4.5%. Last year in Europe some 18% of the budget, on average, went on online advertising, In Croatia we are at some 7%, which is still far from the European average, but this also means that we are to expect a real market value growth ahead of us.
(Original article: http://www.netokracija.com/internetsko-oglasavanje-europa-hrvatska-slovenija-12305)
