Online Advertising in U.K. Is Expensive
According to a recent study titled "Pan-European Online Advertising Spend" conducted by the Interactive Advertising Bureau (IAB) Europe, $10.08 billion was spent in online advertising in the 13 countries included in the IAB Europe network in 2006.
Spending in the U.K. accounted for 39% of total European online ad spending. Germany took in 22% of that share, while France received 15%. The Netherlands received 7% of the total European online ad spend, and Italy received a 6% share. The remaining eight countries in the network (Austria, Belgium, Croatia, Denmark, Finland, Greece, Slovenia, and Spain) accounted for the remaining 12%.
The U.K. is the most expensive European country for online advertisers. In 2006 online advertisers spent $122.01 per Web user in the U.K., which was above and beyond the $89.56 spent per Internet user in France. In 2007 this figure is expected to reach $146.80 per user in the U.K., and by 2010 eMarketer expects the number to jump to $216.69 per user. In contrast, by 2010 eMarketer expects advertisers to spend only $10.47 per user in Italy, $14.61 per user in Germany, $14.83 per user in Spain, and $135.94 per user in France.
To put these numbers in perspective, online advertisers spent $86 per user in the U.S. in 2006, and are expected to pay $130 per American Internet user by 2010.
According to GroupM, in the U.K. online advertising spending will make up 18% of all media spending in 2007.
In 2006, 45.0% of online advertising spending in Europe was devoted to search, while 31.0% was dedicated to display advertising. Another 22.0% was spent on classifieds and directories, while 1.6% was spent on e-mail marketing.
Source:
http://www.emarketer.com/Article.aspx?id=1005018
