Research conducted by the European Interactive Advertising Association (EIAA) shows that the internet is cementing its position as the advertising medium of choice.
81% of advertisers questioned have increased their allocated online ad spend this year and predict that 2009 and 2010 will see further growth. 82% of these advertisers with increased online spend have reallocated budgets away from traditional media (40% away from print; 39% from TV; and 32% away from direct mail).
In its Marketers’ Internet Ad Barometer, the EIAA also found that some three-quarters of those questioned believe online advertising to have a positive impact on the perception of their brand, as well as serving to increase overall brand awareness (68%).
Other interesting statistics uncovered by the study show that 40% of advertisers now view the internet as very important in influencing purchase decisions (rising from 30% in 2006), in generating sales (46% vs. 31%) and in increasing customer loyalty (23%).
The EIAA Marketers’ Internet Ad Barometer, was commissioned to provide valuable insight into the role online advertising plays in the marketing mix and to understand attitudes towards the internet amongst key advertisers across Europe.
The survey was conducted online among senior marketing executives with responsibility for advertising budgets and/or strategy across UK, France, Germany, Italy, Spain, Netherlands, Belgium, Norway, Sweden and the pan-Euro sector.
The results reveal the increasingly important role that online advertising is playing in overall advertising strategies. 38% of advertisers now regarding online as essential, which has more than doubled since the 17% recorded in 2006.
B2B International has itself invested in increased online advertising of late through a targeted campaign of banner adverts (see below), which have appeared across websites in the market research, marketing and business-to-business arenas.