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The annual
value of pan-European online advertising is set to reach 16bn euros
($22bn; £10.8bn) by 2012, more than double that of 2006, says a
study.
The report by
research body Forrester said online adverts would leap to 18% of
market share, up from 9% currently. It said 52% of people were now
regularly online, spending more time doing so than watching
television.
The UK will
continue to see the most online advertising in the next four years,
ahead of Germany and France.
European
internet users now spend 14.3 hours a week online, compared with 11.3
hours watching TV, and 4.4 hours reading newspapers or magazines, the
research group said.
As a result of
this increased internet usage, 36% of people who go online said they
spent less time looking at the television as a result.
The report
said search engines would continue to dominate online advertising
spend, followed by display advertisements and e-mails.
"After
five years of dipping their toes into the online marketing waters,
firms have come to realise that the net is a valuable medium for
client acquisition, retention and market expansion," said the
study.
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