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Continuing Boom for Online Advertising in Europe
The number of banner advertisements run on European web sites has increased by 24%, from around 76,000 in November 2003 to just under 95,000 in November 2004, according to Internet audience measurement specialist Nielsen//NetRatings. Sweden, France and the Netherlands experienced the strongest growth.
The company launched its online advertising tracking system AdRelevance(i), formerly LemonAd, this week. The web-based system tracks online advertising activity in 14 European countries and allows advertisers to run detailed analyses on brands and products advertised online, among many other features.
Across Europe the number of online advertisers has increased by 11%, from 15,716 in November 2003 to 17,441 in November 2004. The number of online advertising campaigns run across Europe has increased by 10% to almost 37,000 campaigns in November 2004.
Germany, France and the UK dominate the top 15 advertisers in Europe in November. Ebay tops the advertisers list, with 432 campaigns in November in Germany alone, but also ranking 3rd in Europe for its UK campaigns, and 8th for campaigns in Austria. The advertisers in the top 15 come from a range of categories, including e-commerce, entertainment, travel, portals and online communities.
| Top 15 Advertisers in Europe |
| Rank |
Country |
Advertiser |
Campaigns |
| 1 |
Germany |
EBay |
432 |
| 2 |
France |
PriceMinister |
121 |
| 3 |
UK |
EBay |
91 |
| 4 |
UK |
Amazon |
84 |
| 5 |
Germany |
HUK24 |
66 |
| 6 |
UK |
The Daily Telegraph |
64 |
| 7 |
UK |
IBM |
56 |
| 8 |
Austria |
EBay |
52 |
| 9 |
UK |
Channel 4 |
52 |
| 10 |
Austria |
Schlecker |
51 |
| 11 |
France |
Wanadoo |
47 |
| 12 |
France |
Expedia |
47 |
| 13 |
UK |
Zencudo |
46 |
| 14 |
Spain |
Repsol YPF |
46 |
| 15 |
France |
Microsoft |
46 |
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Source: AdRelevance(I), November 2004
Portals and online communities dominate the top 15 ad publishers in Europe, with the UK and Italy appearing the most times.
| Top 15 Online Ad Publishers in Europe |
| Rank |
Country |
Advertiser |
Campaigns |
| 1 |
Germany |
Meine Stadt |
1106 |
| 2 |
UK |
Yell.com |
817 |
| 3 |
Italy |
Fuorissimo |
766 |
| 4 |
Italy |
Italia DVD |
488 |
| 5 |
UK |
MSN United Kingdom |
460 |
| 6 |
Germany |
T-Online Germany |
433 |
| 7 |
Italy |
Virgilio |
371 |
| 8 |
UK |
Find.co.uk |
341 |
| 9 |
UK |
Tiscali United Kingdom |
326 |
| 10 |
Italy |
Free Online |
320 |
| 11 |
Denmark |
Alt om København |
297 |
| 12 |
France |
Portail Express |
287 |
| 13 |
UK |
UK Shopping city |
275 |
| 14 |
Germany |
MSN Germany |
270 |
| 15 |
Sweden |
Aftonbladet |
252 |
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Source: AdRelevance(I), November 2004
European Internet Analyst Gabrielle Prior says the results indicate a growing confidence in the value of targeting the 163 million Europeans with Internet access, and the increasing importance of online in overall advertising strategy.
The agency is online at www.nielsen-netratings.com
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