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European Online Ad Budgets Climbing Despite Recession

Seventy percent of European advertisers are increasing their online spend during 2009, according to research by the European Interactive Advertisers Association (EIAA).

The trade body's annual Internet Ad Barometer report, which questions 300 global brands such as Procter & Gamble, Sony and Ford, suggests this growth will continue throughout the year, and that only 8 percent of respondents have reduced their online spend in 2009 so far.

As a result of the current economic climate, this increased online spend is achieved primarily at the expense of traditional media, the report says. Thirty-seven percent of the advertisers questioned claimed budgets were being reallocated from TV, 32 percent from newspapers, and 46 percent from magazines.

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