European Online Marketing Spend to Hit 16B Euros, 2012

Spend on online marketing in Europe will double in the next five years, from around 7.5 billion euros in 2006 to more than 16 billion euros in 2012, according to a new Forrester report, "European Online Marketing Tops €16 Billion In 2012," reports MarketingCharts.

Online marketing - email, and search and display advertising - will account for 18 percent of total media budgets in Europe in five years, according to the projections.

The reason for this shift in spending is that audience and attention are moving online, according to Forrester:

Europe Online Ad Spend Nearly $11B in 2006

Online advertising spending in Europe reached 8 billion euros ($10.8 billion) in 2006, up from 4.6 billion euros in 2005, according to figures released Monday by the Interactive Advertising Bureau (Europe), writes MarketingCharts.

The UK led the 13 countries covered by the IAB's report, accounting for 39 percent of total online ad spend with 3.1 billion euros. Germany (1.7 billion euros) is second with 22 percent; France (1.1 billion euros) is third with 15 percent; followed by the Netherlands with 7 percent.

Search accounted for 45 percent of all online ad spending in Europe, followed by display ads at 31 percent; classifieds, 22 percent; and email, 1.6 percent.

Online's share of total ad expenditures exceeded 10 percent in three European countries: the UK, the Netherlands and Denmark.

Advertisers spent an average of 82.46 euros for each U.K. web user in 2006, compared with roughly 60 euros for U.S. web users - and more than double the 39 euro average for all 13 EU countries measured by the study.