Market analysts eMarketer have predicted that 2005 will be a strong year for online advertising, with rich media advertising and overall online adspend seeing substantial increases in growth.
Senior analyst at the company, David Hallerman, has forecast that the coming year will see overall online adspend increase by 21%. Rich media advertising, comprising interactive multimedia creatives, will also see a large increase in expenditure, growing by 27%.
Recent research published by Internet research group, Nielsen//NetRatings stated that the number of banner adverts run on European websites had increased by 24% year on year in November (see Europe Sees Internet Banner Ad Surge).
Sweden, France and the Netherlands were the leaders of 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 banner adspend, putting it on a par with Switzerland, while Belgium experienced the smallest ad expenditure growth at 8%.
The Advertising Association (AA) has also forecast a optimistic outlook for the Internet in 2005, predicting that the Internet would be the fastest growing medium this year, with a expected global growth rate of 38.15% (see UK Adspend Forecast To Rise By 4.2% In 2005).
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