07 Jun 10

European online advertising growth hit 4.5% in 2009

New figures from the Interactive Advertising Bureau Europe reveal that online advertising growth hit 4.5% last year, significantly less than the 20% growth recorded in 2008.

However, digital was the only advertising format to experience any increase last year, said the IAB Europe.

Search posted a 10.8% increase on a like for like basis, although this was down from 26% growth the previous year. Display advertising was flat and was down in most mature markets: France -6%, UK -5% and Sweden -5%.

Accounting for 76% of the European online ad market in 2009, the big six markets experienced single digit growth: UK 4.6%, France 1.7%, Germany 5.2%, Netherlands 1.9%, Spain 7.7% and Italy 6.5%.