The EIAA Marketer’s Internet Ad Barometer provides a timely snapshot of the current trends and opinions of the advertising industry across Europe, collating information solely from decision makers that have responsibility for allocating their company’s media budget and setting advertising strategy. The bi-annual survey offers not only a pulse check on the current state of the market but also an insight into future trends, allowing advertisers, media owners and agencies alike to benchmark and tailor their strategies in order to maximise results.
EIAA research reveals that marketers across Europe continue to embrace the power of online during a year of recession due to its ability to maximise limited budgets. 83% of all marketers surveyed stated that online advertising spend during 2009 has been greater than in 2008 and the medium looks to go from strength to strength (94% expect growth in online in 2010 and 93% in 2011).
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The 2009 EIAA Marketers’ Internet Ad Barometer provides the most up to date insight into how advertisers and marketers plan to change their strategies in a recession and how they will evolve their use of interactive media to target their audiences. Results reveal that online is playing an increasingly important role in overall advertising strategies with 47% of advertisers now regarding online as an essential factor within the marketing mix (vs. 38% in 2008 and 17% in 2006).
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The EIAA Marketers’ Internet Ad Barometer 2008, was commissioned by the EIAA to provide valuable insight into the role online advertising plays in the marketing mix and attitudes towards the internet amongst key advertisers across Europe. The results reveal that online is playing an increasingly important role in overall advertising strategies with 38% of advertisers now regarding online as essential (vs. 17% in 2006).
The internet is continuing to prove the medium of choice for advertisers as they seek to maximise ad spend budgets. 81% of advertisers claim that their allocated online ad spend has grown in 2008 and predict that it will continue to do so over the next couple of years (+16% in 2009 and +17% in 2010).
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The EIAA Marketers’ Internet Ad Barometer 2006, commissioned by the EIAA to understand the role online advertising plays and attitudes towards the Internet amongst key advertisers across Europe reveals that online adspend is expected to grow substantially over the next 3 years (by over 65% by 2008), FMCG and Entertainment brands in particular are planning significant online spend. The study also reveals that advertisers are diverting ad spend from TV and print budgets to online and online terminology and campaign measurement are no longer perceived as huge barriers.
Conducted by B2B International, the study involved over 170 telephone interviews with senior marketing executives with responsibility for advertising budgets and/or strategy within leading FMCG, Entertainment, Travel, Consumer Electronics and Automotive companies across the UK, France, Germany, Spain, Italy, Netherlands and the pan-Euro sector.
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The research dispelled many of the myths and preconceptions surrounding online advertising revealing that the internet forms a vital component in the marketing campaigns of many of Europe’s top advertisers. The increasing importance of online is being driven by greater broadband penetration and therefore internet usage.
This study involved interviews with over 50 top marketers at some of the leading brand advertisers in the FMCG, Entertainment and Automotive sectors
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