Around seven in ten marketers have increased their budgets for online advertising so far this year, a new study has found.
Of those polled for the new Europe-wide study by the European Interactive Advertising Association (EIAA), more than 70 per cent revealed that they have gone on the offensive over the past few months, with the economic climate prompting them to invest more in marketing efforts, rather than less.
At the same time, the study also found that online spending is likely to increase by an average of 21 per cent in 2010, with this trend set to increase into 2011 as well.
Commenting on the findings, EIAA executive director Alison Fennah noted: “With every media investment closely scrutinised by brands and a renewed focus on ROI, online comes into its own as the most effective way of providing accountability for marketers.”
The research also revealed that a combination of direct marketing and brand advertising is perceived as one of the most successful approaches.
Just 19 per cent of marketers said they use direct marketing alone, while just 17 per cent rely solely on brand advertising.