Search 'remains most popular online ad format'
25 June 2009 12:35
Search continues to be the most popular online advertising format, new research has found.
The European online advertising market as a whole was worth €12.9 billion (£7.9 billion) in 2008, according to figures compiled by the Interactive Advertising Bureau (IAB) Europe.
Search accounted for 43 per cent of online ad spend across the 19 countries measured in the survey.
Classified ads came next with a 26 per cent share of ad spend, the study revealed.
"In times of recession, advertisers are more focused on proving return on investment for every euro spent and these two formats are the most accountable in online advertising," explained Alain Heureux, president and chief executive officer of IAB Europe.
A separate study from PricewaterhouseCoopers suggests that online will continue to take a bigger chunk of the UK advertising market in the coming years.
It predicts that the internet will account for 36 per cent of all advertising in the UK by 2013.
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