France and Germany are relatively mature markets for online advertising. The Italian and Spanish markets are developing at a slower pace, chiefly because Internet use is less widespread. Television remains the overwhelmingly dominant advertising medium in both Italy and Spain, and this has tended to limit Internet ad spending.
Throughout Western Europe, total advertising spending has plunged with the financial downturn. But the Internet has withstood recessionary pressures far better than other media. Online ad spending will post important gains in 2009 and regain significant momentum in 2010.
Paid search has proved the most popular online ad format in these tough times, while European marketers’ commitment to display, classified ads and e-mail has been somewhat weaker.
This eMarketer report answers these key questions:
How has the recession affected advertising spending in Western Europe as a whole, and in major regional markets?
What are the key similarities and differences between the online ad markets in France, Germany, Italy and Spain?
Which industries have spent most to advertise online in France, Germany, Italy and Spain?
What does data from the first half of 2009 tell us about patterns of online ad spending during the current year?
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