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European Marketing & Advertising
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Overview
European Marketing & Advertising provides advertisers, agencies and publishers with insight and advice on how to capitalize on cutting-edge marketing techniques. It provides analysis of rapidly evolving areas such as social and engagement marketing, as well as the inexorable rise of search marketing. The research additionally assesses the impact of broadband on consumer behavior and its implications for rich media and video advertising. Using primary data gathered through extensive consumer and executive surveys as well as best practice analysis, European Marketing & Advertising addresses key challenges of Internet and mobile marketing from technology and vendor selection to media planning and buying, creative implementation, campaign optimization as well as return on investment evaluation.
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Research Topics
- Social Marketing
- Search Marketing
- Video Advertising
- Display Advertising
- Rich Media Advertising
- Consumer Behavior
- Media Multitasking
- Online Classifieds
- Measurement
- Market Forecasts
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Search Marketing in the Nordics
Focusing on Post-Click Conversions to Overcome Rising Prices
Concept Report
Nate Elliott -
September 26, 2008
Paid search spending in the Nordic countries (Sweden, Norway, Denmark, and Finland) has grown rapidly in recent years as marketers and search engines have sharpened their focus on these markets.
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The Future of Influence
Understanding and Activating Influential Europeans
Vision Report
Nate Elliott -
September 25, 2008
Most online users trust the advice of other users—even those they've never met—more than they trust product Web sites, advertisements, or professional reviewers. All over Europe, marketers are searching for ways to leverage the power of consumer influence.
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Online Classifieds in Europe
Consumers Moving Online More Quickly than Advertisers
Concept Report
Nate Elliott -
September 11, 2008
As consumers continue to shift their classified ad use to the Internet, and advertisers follow, online classified ad spending in Western Europe will exceed €2 billion in 2009.
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Video Advertising in Europe
Increasing User Acceptance of In-Stream Ads
Concept Report
Nate Elliott -
August 7, 2008
Video advertising will grow to account for one-fifth of European online display ad spending—nearly €1 billion—in 2012. However, that growth is dependent on sites' ability to drive further user acceptance of in-stream video advertising.
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Mining for Fool's Gold
European Social Marketing Budgets Grow Slowly as Marketers Focus on Free Opportunities
Concept Report
Nate Elliott -
July 25, 2008
Social media continues to grow in popularity among both users and advertisers. However, most social media sites—including MySpace, Facebook, and YouTube—are struggling to turn this popularity into meaningful revenue.
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Online Advertising Channel Shift
Evaluating Consumer Behavior to Assess Online's Fair Share of Ad Spending
Concept Report
Nate Elliott -
June 19, 2008
In certain markets, industry associations report that online ad spending has overtaken spending on some traditional advertising channels (e.g., print, radio)—leading advertisers and publishers to ask new questions about when online advertising will achieve its fair share of the total ad market.
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Ask.com Uses New Features, Aggressive Advertising to Overtake MSN and Yahoo! in UK Search Market
Case Study
Nate Elliott -
May 28, 2008
IAC's Ask.com search engine has long innovated in the area of new search features and interfaces, but has traditionally lagged far behind Google, Yahoo!, and MSN in search share.
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The Fight for Relevance
Search Engines Must Leverage US Innovations to Gain European Market Share
Vision Report
Nate Elliott -
May 28, 2008
The ultimate goal of search engines is providing relevant results for users' queries, and search engines' ability to offer such relevance has resulted in most Europeans using search engines every day. This use has sparked a massive industry, with European paid search advertising forecast to net more than €4 billion in 2008. However, with more than two-thirds of Europeans professing loyalty to Google, other search engines must now worry about a different type of relevance: their own.
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Media Multitaskers
Leveraging Multitasking Behavior to Drive Direct Online Response
Concept Report
Nate Elliott -
May 2, 2008
Advertisers' widespread failure to unify the planning and execution of their online and off-line campaigns is costing them an opportunity to drive direct online response from one of the most attractive segments of Internet users: media multitaskers.
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Branded Social Networking Pages
Best Practices for Successfully Engaging Users
Vision Report
Nate Elliott -
April 24, 2008
In recent months MySpace has stepped up its advertising sales efforts across Europe and Facebook has begun to offer free branded pages to all advertisers. Even as marketers dive headlong into marketing on social networking sites, most remain unaware of which tactics have proven most successful—and of how to stay out of the deep end.
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Intel and Universal McCann Use Media Content and Paid Ads to Drive User Engagement on MySpace
Case Study
Nate Elliott -
April 24, 2008
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European Search Marketing Executive Survey, 2007
Leveraging Agencies to Improve Sophistication and Performance
Vision Report
Nate Elliott -
March 14, 2008
European paid search spending will more than double between 2007 and 2012. As spending grows, however, keyword prices are also rising and return on investment is falling. Many search marketers, seeking greater campaign sophistication and success, have turned to search marketing agencies to help them get more value from their search spending.
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