This year will see European online advertising spending rise by ten per cent compared with the 30 per cent growth experienced in 2007, a new report has indicated.
The European Online Advertising Through 2013 forecast from Forrester Research makes the prediction that search marketing will particularly benefit from higher spending this year, in spite of the recession.
Nate Elliot, author of the report, said marketers were attracted to search pay per click services due to their highly accountable nature.
The report went on to predict high growth for rich media and video ads, which are likely to contribute some 59 per cent of spending in the display arena by 2013.
"To prosper during the downturn, interactive marketers should look for value in highly targeted display ads and seek opportunity in the improved performance of contextual ad networks like Google’s AdSense," Mr Elliott added.
Online marketing represents a fifth of total UK revenues from advertising, according to a report released by Ofcom last year.