ISSUE 01 December 2008 (Back to contents
list)
Online Advertisers Carry On Spending
The European Interactive Advertising Association (EIAA) has found something to smile
about amid the current economic turmoil:
81% of web advertisers report an increase in online advertising spend in 2008.
The results reveal that online is playing an increasingly important role in overall
advertising strategies, with 38% of advertisers now regarding online as essential
(versus 17% in 2006). This suggests that while other forms of media are suffering
from slowing spend, online continues to take a growing proportion of advertising
budgets as brands increasingly recognise its impact, value and the potential return
on investment.
Some more survey headlines:
- 46% of advertisers now view the internet as very important in generating sales (compared
to 31% in 2006).
- 82% of the advertisers who’ve boosted web spend say they have done so at the
expense of other media - 40% have decreased their use of newspapers.
- 77% found web ads to have a positive impact on the perception of their brand, as
well as overall brand awareness.
- 40% of advertisers now view the internet as 'very important' in influencing purchase
decisions (up from 30% in 2006).
Data sourced from EIAA
