The annual Internet Ad Barometer report from the European Interactive Advertisers Association (EIAA) has found that 70% of European advertisers intend to increase their online adspend during 2009. In addition, only 8% of firms are intending to cut their online budgets this year. Advertisers are primarily cannibalising other media budgets in order to fund the increases: 37% of firms are cutting TV budgets, 32% are cutting newspaper budgets and 46% are cutting magazine budgets. Online is increasingly playing a bigger part in ad strategies and 47% of firms now see it as "an essential factor within the marketing mix" (up from 38% in last year's study). 16% of advertisers are now also increasing their pan-regional campaigns (from 11% in 2008).
EIAA: http://eiaa.net, 22/04/2009