The Interactive Advertising Bureau Europe has just released the findings of its annual advertising expenditure survey for the year ending December 2009. Whilst last year’s online advertising growth rate of 4.5% shows a significant slow down compared to previous reported increases of 20% in 2008 and 40% in 2007, digital was the only advertising format to experience any increase last year. Internet advertising spending continued to grow in almost all of the 23 markets measured and had a combined value of 14.7bn euros. Despite the slow down, online’s share of overall ad spend continued to increase significantly across Europe. The UK has the highest market share at 30%, followed by the Nordic markets at between 20% - 25% and France and Germany close to the European average of 18-19%. Search continued to grow, posting a 10.8% increase on a like-for-like basis, Display advertising was flat (+0.3%) and was down in most mature markets.
