This week the results of the biannual study “EIAA Marketer`s Internet Ad Barometer 2009” were released, which show the great influence of this medium, as well as the growing confidence of European advertisers in the online field during this marked year due to the economic recession, thanks to its ability to maximize low company budgets. 83% of the advertisers surveyed affirmed that investment in online advertising has increased during 2009, being higher than in 2008, and that this medium continues to rise, since 94% of those surveyed Paraguay Mobile Database expect that investments in this field will continue to increase in 2010, and 93% estimate a year-on-year increase until 2011. In the same way as in Europe, Spanish advertising has also detected the benefits of the new medium since almost 85% of Spanish advertisers have increased their investment in online advertising during 2009, a higher investment than in 2008. Similarly, a 90% of those surveyed expect an increase in investments in online advertising for 2010, and 92% believe a new increase for 2011.
This growth is expected to continue over the next two years, with an estimated 7.6% increase for 2010. The study’s findings predict a leap forward in 2011, with an estimated year-on-year growth in online advertising spending of more than 15%, reflecting when advertisers expect an improvement in the economy. In Spain, this growth is expected to continue, with an increase in investment in online advertising. Likewise, online investment growth of more than 20% is expected for 2010 and 2011. Data that indicate a recovery of companies after the economic recession that is currently being experienced. On the other Brother Cell Phone List hand, advertisers who invest in online advertising also seem to be satisfied with the results: 84% (compared to 75% of Spanish advertisers) of respondents say they are happy * with the result of using the Internet as an advertising medium , and 96% (compared to 93% of Spanish advertisers) indicate that online advertising is “essential” or “a growing medium”.
The EIAA Marketer’s Internet Ad Barometer has been designed to provide an accurate snapshot of current trends and views of the advertising industry in Europe, by surveying budget managers advertising and marketing strategies of their respective companies. This biannual survey not only provides insight into the current state of the market, but also an in-depth understanding of future strategies that can allow advertisers, media owners, and agencies to benchmark and customize their own advertising initiatives with the intention of maximizing results. Target audience identification and profitability dominate in tough times More than a third of those surveyed (36%) indicated having increased their advertising investment in online media during the second half of 2009 to get the most out of this medium, which offers great effectiveness in identifying target audiences during a time of economic recession – representing a growth of 29% compared to the first half of the year (28%). The value of investments was also a key factor in increasing online activity, as 31% of advertisers indicated that profitability was one of the main advantages of online advertising.
Advertising via email has increased in popularity during the second half of the year, and 61% of respondents have increased their investments in this field (compared to 46% in the first half of 2009). There has also been an increase in its use to select specific audiences based on their behavior (33% in the second half of 2009 compared to 25% in the first half of the year), in advertising networks (31% in the second half of 2009 compared to 25% in the first half of the year) and in affiliate programs (36% in the second half of 2009 compared to 26% in the first half of the year), since marketing companies want to make the most of their budgets by personalization of offers to your customers.