Offline marketing budgets are driving spending on online platforms, a new survey by the European Interactive Advertising Association (EIAA) shows.

The poll reveals that online ad spend for around 81 per cent of European advertisers has grown in 2008, with funds coming directly from the budgets of their print, direct mail and TV platforms, which were downsized as a result.

Some 40 per cent of respondents increased their online budgets by taking from their funds for print; 39 per cent took from their TV budget and 32 per cent dipped into their direct mail funds.

About 80 per cent of respondents said they expect spending on search marketing to increase within the next two years, while 59 per cent said they will be investing more money in display advertising.

Alison Fennah, executive director of EIAA, said: “This research shows that while other forms of media are suffering from slowing spend, online continues to take a growing proportion of advertising budgets as brands increasingly recognise its impact, value and potential return on investment.”

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