10 June 2011 | Author: N. Hamilton Media copywriter
Europe's mad men have doffed their hats to display advertising, as newly released figures from the Internet Advertising Bureau (IAB) show display has overtaken search to become the fastest-growing online ad format in Europe.
According to Brand Republic, the IAB's annual AdEx survey revealed that online display advertising - bolstered by growth in video, mobile and social media - grew by 21.3 per cent across Europe's 25 digital markets in 2010.
Search advertising, long Europe's favourite digital ad format, grew by just 15.1 per cent in comparison.
The survey also found that video consumption was a key driver of display ad growth, with video ad spend doubling, on average, across Europe to reach a total of £56 million.
Britain's digital spend on online video alone increased by a whopping 90 per cent in 2010.
The IAB also revealed that online advertising itself had grown in Europe, with Europe's online ad spend for 2010 totalling £15.7 million - an impressive year-on-year growth of 15.3 per cent on 2009's £13.6 million total.
Alain Heureux, president and chief executive of IAB Europe, explained that Europe had cottoned-on to how effective display advertising can be at bringing brands to a wider, web-savvy audience.
"The IAB network has worked tirelessly to showcase how effective online display advertising can be at supporting brand advertising campaigns. I'm delighted to see that message has been getting through and the innovative way brands are incorporating online in their advertising campaigns," Heureux said.
And in related news, Twitter's director of revenue Adam Bain chirped that the microblogging highflyers are pocketing more as brands become more savvy and innovative with their online ad spends in Europe and across the world.
According to CNet, Bain told a marketing website that the cost of advertising on Twitter had quintupled in the first year of its promoted trends service, so much so that the daily cost of promoting a trend on Twitter now sits at $120,000.
Bain also revealed that Twitter now asks advertisers using promoted trends to commit to a minimum spend of $15,000 over a three-month period, while advertisers using promoted accounts and promoted tweets continue to be charged on a pay-per-click or pay-per-follow basis.
Europe's mad men say display is bigger than search
Europe's mad men have doffed their hats to display advertising, as newly released figures from the Internet Advertising Bureau (IAB) show display has overtaken search to become the fastest-growing online ad format in Europe. According to Brand Republic, the IAB's annual AdEx survey revealed that online display advertising - bolstered by growth in video, mobile and social media - grew by 21.3 per cent across Europe's 25 digital markets in 2010.
Search advertising, long Europe's favourite digital ad format, grew by just 15.1 per cent in comparison.
The survey also found that video consumption was a key driver of display ad growth, with video ad spend doubling, on average, across Europe to reach a total of £56 million.
Britain's digital spend on online video alone increased by a whopping 90 per cent in 2010.
The IAB also revealed that online advertising itself had grown in Europe, with Europe's online ad spend for 2010 totalling £15.7 million - an impressive year-on-year growth of 15.3 per cent on 2009's £13.6 million total.
Alain Heureux, president and chief executive of IAB Europe, explained that Europe had cottoned-on to how effective display advertising can be at bringing brands to a wider, web-savvy audience.
"The IAB network has worked tirelessly to showcase how effective online display advertising can be at supporting brand advertising campaigns. I'm delighted to see that message has been getting through and the innovative way brands are incorporating online in their advertising campaigns," Heureux said.
And in related news, Twitter's director of revenue Adam Bain chirped that the microblogging highflyers are pocketing more as brands become more savvy and innovative with their online ad spends in Europe and across the world.
According to CNet, Bain told a marketing website that the cost of advertising on Twitter had quintupled in the first year of its promoted trends service, so much so that the daily cost of promoting a trend on Twitter now sits at $120,000.
Bain also revealed that Twitter now asks advertisers using promoted trends to commit to a minimum spend of $15,000 over a three-month period, while advertisers using promoted accounts and promoted tweets continue to be charged on a pay-per-click or pay-per-follow basis.
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