Online advertising in Europe: targeting a key driver


At last week’s IAB Europe Interact 2012 conference, sponsored by Selligent, the annual AdEx Benchmark survey was released. It shows that 1 in 5 advertising euros is now spent online in the 26 surveyed countries.

Overall, the European online advertising market tops €20bn, growing 15.5 year-on-year.  The online advertising budgets grew much faster than global ad spend although there are strong differences, depending upon the region.

Especially the Central and Eastern European markets are seeing firm growth, with Russia now being the sixth biggest market.

According to the researchers, some of the reasons for the robust growth are the fact that advertisers increasingly recognize online as a branding medium, the rapid uptake of video and new targeting possibilities.

Embracing better targeting opportunities can lead to more personalized experiences, thus improving return. The same goes for the many targeting innovations that are possible within cross-channel marketing campaigns, when using platforms such as Selligent Interactive Marketing.

Being where the customer is

From an advertising perspective, the rapid growth of mobile advertising, shows that many marketers are experimenting with new ways of engaging the mobile user.

It’s imperative for marketers to make sure they interact with their customers how, when and where they want. Mobile is clearly becoming more important and optimizing existing campaigns for mobile devices, as well as integrating mobile in the cross-channel mix becomes a must.

Do you want to know how Selligent can help you improve your marketing efforts through better targeting? Do you want to engage the mobile consumer? Do you want to improve ROI via better personalization? Request a live demo or contact us to take your marketing to the next level.

Do you want to engage the multi-channel consumer?

Today’s customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  


Discover Selligent’s integrated interactive marketing and conversion marketing solutions, offering you marketing automation features, integration with CRM and advanced reporting or contact us for more information.