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UK digital marketing spend highest in Europe as it tops €3bn

by Charlie McCathie, Brand Republic 04-Jun-07, 14:15

LONDON - Over €8bn (£5.4bn) was spent on digital marketing in Europe in 2006, with the UK topping the table, according to research by IAB Europe.

The study features data from 13 countries in Europe, which collectively spent a total of €8bn on online advertising.

The UK spent €3.1bn, accounting for 39% of the total spend; Germany shelled out €1.7bn (a 22% share); France paid out €1.18bn (15%); while the Netherlands is Europe's fourth largest market, spending €564.3m (7%); and Italy is in fifth spot, with €480.2m (6%).

Spain, Denmark, Belgium, Austria, Finland, Greece, Slovenia and Croatia account for the remaining €927m (12%).

The study also looked into what this online adspend paid for, and found that: 45% went on search advertising; 31% went on display advertising; 22% on classifieds and directories; and 1.6% on email marketing.

The results were revealed at the IAB Europe Interact Congress in Brussels.

Alain Heureux, president of IAB Europe, said: "The Interact Congress, the first of its kind, is the perfect platform for the presentation of this sector's growing success and delegates will go away from here with the tools, knowhow and inspiration to grow the sector still further."

IAB Europe reached its conclusions by consulting regional IAB offices around Europe, analysing the information and passing it on to PricewaterhouseCoopers for verification.