Forrester predicts 10% growth for European online adspend


Despite the effect of the global economic crisis, Forrester still expects European online adspend to grow 10% during 2009, reaching €14.8bn by 2013, writes ClickZ. The firm's new study "European Online Advertising Through 2013" remains optimistic compared to other forecasts including eMarketer (which now anticipates online adspend growth of 7.2%); Group M (4% growth); and Enders Analysis (2.1% growth). Study author Nate Elliot defended the forecast, saying: "Online will be hurt, just with all channels during a recession, but the fact is that online is in a better position than offline." According to the report the UK will remain Europe's leading online advertising market, accounting for nearly a third of all European online adspend. Between them, the big three markets of the UK, Germany and France will receive 66% of all online adspend in Western Europe.
Forrester anticipate that advertisers will increasingly use rich media and video ads and expect the formats to account for nearly 59% of all display advertising by 2013.
ClickZ:, 06/02/2009

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