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This week showed a mix of fortunes in online advertising, with European internet marketing growing, whilst the industry shrunk slightly in the US.Statistics from the Interactive Advertising Bureau (IAB) and PriceWaterhouseCoopers (PwC) showed double digit growth across most countries in Europe for 2008, including impressive growth of 19 per cent in developed markets in the UK, Germany and Sweden. France and Italy also grew their online markets by 18 and 20 per cent respectively.
The real powerhouse in growth for 2008 understandably came from emerging online markets in the form of Poland, Austria, Finland and Greece. By far the most substantial growth across Europe was in Slovenia, which had a stunning 77 per cent market increase. The European online advertising market is now estimated to be worth around €12.9 billion (£11 billion).
Whilst 2008 was also a good year for America, with internet advertising overtaking TV for the first time, the opening quarter of 2009 showed an unprecedented drop in advertising of 5 per cent. Worried about the implications of restrictions put in place through new privacy laws regulating online advertising, the IAB was keen to educate US Congress on the benefits online was bringing to the economy.
A new campaign highlights how much online advertising is helping America fight the recession, contributing $300 billion annually to the economy and sustaining the employment of 3 million people. IAB executive David Doty said: “It’s not just about the Internet giants. The giants are important, but a lot of small businesses are dependent on online advertising.”
In other advertising news, HBO stepped up its viral marketing campaign for the second season of Vampire drama True Blood, encouraging companies such as Mini, Gillette and Harvey Davidson to make specially crafted Vampire-inspired ads for their True Blood blog, BloodCopy.
Online Advertising news posted by Benny Henson on 12 June 2009
