Words: Ashley Rigg
Published: 5th June 2008
Online advertising spend up 40 per cent across Europe
Europe’s biggest economies may be slowing down but online advertising spending shows no signs of following suit, according to figures published this week by the
Interactive Advertising Bureau Europe. Online spending is up 40% year-on-year to €11.2 billion (£8.8 billion) in 2007 across the 16 countries analysed, closing the gap on the US which spent €14.5 billion (£11.4 billion) in the same period.
Country breakdown
65% (€7.3 billion, or £5.7 billion) of European online ad budgets were spent in the big three markets of the UK, Germany and France. However, some of the smaller countries enjoyed high growth rates, albeit from a lower base – Greece grew 91%, Spain 55% and Slovenia 49%.
The breakdown of online spending as a percentage of the total in each country is also revealing. Northern European countries lead the way with the Netherlands and Norway spending 18.5% and 15.6% of their total marketing budgets online respectively. The first southern European country in the list is Italy on 6.7%, followed by Spain 4.5% and Greece 1.5%.
Property sellers in southern Europe could be missing out
The mass overseas property market involves agents and developers in hotter climates selling to people in richer, colder economies wanting to buy “a place in the sun”. Advertisers in northern Europe are spending big online as they know that’s where people are increasingly spending their time. Agents and developers in the south are catching up but may still be underestimating just how much time
northern European buyers spend on the internet. In this market, getting your advertising to work as hard as possible is essential and online channels are critical to success.
If you a looking to extend your online marketing distribution, you can search our independent analysis of over 50 overseas property portals. You may also be interested in our
Introduction to SEO for property professionals.