The number of banner adverts run on European websites has increased by 24%, up from 76,375 in November 2003 to 94,939 in November 2004, according to a new report published by Internet research group Nielsen//NetRatings.
Sweden, France and the Netherlands are the leaders in the online ad surge, experiencing the strongest growth in banner ads, with Sweden increasing by 55%, France by 41% and the Netherlands by 34%. The UK saw a respectable 27% rise in adspend, putting it on a par with Switzerland, while Belgium experienced the smallest ad expenditure growth at 8%.
Across Europe the number of online advertisers has increased by 11%, with the online advertising campaigns experiencing a 10% growth rate in November on a year on year basis.
Online auction company eBay tops the list of big-spending advertisers, running 432 campaigns during November in Germany alone. The advertisers in the top 15 come from a range of categories, including e-commerce, entertainment, travel, portals and online communities. The top 15 advertisement publishers are dominated by portals and online communities, with a third being UK sites.
Gabrielle Prior, European Internet analyst said: “There are now over 163 million Europeans with access to the Internet, representing a significant audience for advertisers. these results indicate a growing confidence in the values of targeting this group of people and an increasing importance of online in an overall advertising strategy.”
| Top 15 Avertisers in Europe |
| Rank |
Country |
Avertisers |
Number of Campaigns |
| 1 |
Germany |
Ebay |
432 |
| 2 |
France |
PriceMinister |
121 |
| 3 |
UK |
Ebay |
91 |
| 4 |
UK |
Amazon |
84 |
| 5 |
Germany |
HUK24 |
66 |
| 6 |
UK |
The Daily Telegraph |
64 |
| 7 |
UK |
IBM |
56 |
| 8 |
Austria |
Ebay |
52 |
| 9 |
UK |
Channel 4 |
52 |
| 10 |
Austria |
Schlecker |
51 |
| 11 |
France |
Wanadoo |
47 |
| 12 |
France |
Expedia |
47 |
| 13 |
UK |
Zencudo |
46 |
| 14 |
Spain |
Repsol YPF |
46 |
| 15 |
France |
Microsoft |
46 |
| Source: Nielsen/NetRatings, AdRelevance(I) Europe November 2004 |
| Top Online Ad Publishers in Europe |
| Rank |
Country |
Websites |
Number of campaigns |
| 1 |
Germany |
Meine Stadt |
1106 |
| 2 |
UK |
Yell.com |
817 |
| 3 |
Italy |
Fuorissimo |
766 |
| 4 |
Italy |
Italia DVD |
488 |
| 5 |
UK |
MSN United Kingdom |
460 |
| 6 |
Germany |
T-Online Germany |
433 |
| 7 |
Italy |
Virgilio |
371 |
| 8 |
UK |
Find.co.uk |
341 |
| 9 |
UK |
Tiscali United Kingdom |
326 |
| 10 |
Italy |
Free Online |
320 |
| 11 |
Denmark |
Alt om Kobenhavn |
297 |
| 12 |
France |
Portail Express |
287 |
| 13 |
UK |
UK Shopping city |
275 |
| 14 |
Germany |
MSN Germany |
270 |
| 15 |
Sweden |
Aftonbladet |
252 |
| Source: Nielsen/NetRatings, AdRelevance(I) Europe November 2004 |
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