Online marketing spending in Europe will double to Eur16 billion ($20.16 billion) in 2012, from about Eur7.5 billion ($9.45 billion) in 2006, according to Forrester Research's "European Online Marketing Tops Eur16 Billion in 2012" report. The study covered France, Germany, Italy, the Netherlands, Poland, Spain, Sweden and the UK, and included surveys of both consumers and marketing firms.


Marketing spending had been slow in Europe, but over half of companies set their 2007 budgets higher than their actual 2006 spend. E-mail, search and display advertising were also projected to account for 18% of European total media budgets in 2012.



The shift in ad spending reflects changing consumer behavior. Over a third of online Europeans are watching less TV because of their time online.

As for the ads, over a third of online consumers did not mind advertising as long as it was relevant to them.

eMarketer's own estimates cover Western Europe in particular. Advertisers will spend $7.5 billion online in 2007 in these countries, up 25% from $6.0 billion in 2006.



eMarketer Senior Analyst Lisa Phillips warned against making blanket assessments about the European market.

"Data for 'Europe' can cover wide or narrow areas, stretching from Iceland to Russia or just the UK to Germany," Ms. Phillips said. "Populations and attitudes vary just as widely. Europe as a region is far from homogeneous and advertising strategies must employ both national and pan-European elements."