In the USA e-advertising reached 4.2 billion dollars in the third term of 2006, which means a growth of 35% in a year and 2% in comparison with the previous term, according to IAB and PricewaterhouseCoopers.
In a study published in November 2006, British employers declared a growth of 50% for investments by 2009: the market of online advertising in the UK will increase from 3.25 billion Euros in 2006 to reach 4.09 billion Euros in 2009.
In France the market of online advertising progressed 57% between the first semester of 2005 and the first semester of 2006, according to IAB and TNS Media intelligence that estimated the total investments amounts in 2005 at 1.13 billion Euros. In the first nine months they represented, in raw data 9.1% of the total advertisings expenses.
This market also grows in terms of impact. A study on the internet image and the perception of online advertisings conducted by LAB France – Ipsos Media in September – October 2006 showed that online advertising is the first medium to help one decide: 31% of net surfers of 11years old and up who were asked ranked the e-advertising before press and TV advertising. Concerning the criterion “advertising gives you the desire to discover a brand, a product or a service”, the asked net surfers rank e-advertising in the second place after the TV.
Online advertising is also seen as the most innovative and most personalized. Net surfers consider it as more surprising than those broadcasted on TV but less entertaining, original and creative. According to this study also, concerning the question “which medium you will mostly miss if it disappears”, internet was the most noted. Internet showed to be considered as an independent and complete media, where it was scorned by the traditional Medias (TV, Radio, and newspapers).
The asked net surfers in that study see the internet as the media of search and discovery that let the consumers speak and help them forge their self opinions. TV is seen as the media of gateway, the media for news and entertainment follow up. The daily press is seen as the opinion media.
