As the economy starts to gain momentum, web advertising will start
to increase more than it is now. Internet advertising
continues to be the most measurable and cost-effective
way of reaching new and existing customers. Regardless
of your company size and your reach you can still
make banner advertising work for you during the
downturn. The UK already spent more per user
than the U.S. and this is set to increase during
the next year as more businesses embrace web
marketing over a stagnent TV and print industry.
IAB Europe/PwC have created a measure ‘Spend per user’ to illustrate the value of one Internet user to an advertiser in different markets. With the European average at €80.6, Norwegian advertisers spent the most at €133.2 per person, followed by the UK at €120.8 and Denmark at €109.5 in 2007. In the US advertisers spent €91.9 per person in 2007. The more mature the market, the higher the value placed on the Internet user by the advertisers. Source: iab europe
You can read the full report here.
It is also worth reading through the online
library of guides to online advertising in specific markets.
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