Online Spending Boom Creates Profit Opportunity in European Markets
From Staff Reports
Online marketing outlays in Europe will more than double by 2012, a new study says, an explosion in spending that should create investment opportunities in both the high-tech and marketing sectors.
According to Forrester Research, one of the top market forecasters in the high-tech arena, a survey shows that spending on online marketing will soar to $20.16 billion in 2012 from $9.45 billion in 2006, an increase of 113%. The survey covered both marketing firms and consumers in the United Kingdom, The Netherlands, Italy, France, Germany, Sweden, Poland and Spain.
In a related study conducted by eMarketer.com, advertisers in Western European countries will spend $7.5 billion online this year, up 25% from the $6 billion they spent last year.
Marketing spending had been very slow in the European market, but more than half the firms surveyed said that their marketing budgets for this year exceeded their spending for 2006. In terms of the online spending, the survey found that e-mail, search and display advertising and related outlays were projected to account for 18% of Europe’s overall media-spending budgets by 2012. One third of consumers said that they are spending less time in front of the TV because they are spending more time online.
