The role of online media in the marketing mix continues to grow. We're just starting the next wave of data collection for the annual Digital Europe report to quantify the size of the online market. This report is sponsored by IAB Europe and aims to draw together the best data to describe the online advertising market. Companies and countries wanting to participate should email Catherine@DigitalStrategyConsulting.com You can download a copy of the previous report and comment on the findings here
Getting accurate data about the size of the online advertising market is key to understanding and benchmarking in the industry. "There is a model for the collection of data that has been developed in our special taskforce", explains Zoran Savin, the chair of the taskforce. National IABs will soon be asked about their data, including question such as: is the advertising spend measured gross or net? Is it a recorded spend from the cash spent by agencies / received by media owners or is it an estimate? Does this research cover all of the sites or just some of the websites? Is search and affiliate marketing included? Is email included and does it include production or just the adverts inside email or the price for the acquisition of the lists? Is e-commerce included?
