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The continued growth of the Internet will drive on-line advertising spending in Europe, according to research by eMarketer.
During 2001 on-line advertising spending in Europe will reach USD1.53 billion, representing 10 percent of global on-line advertising, according to eMarketer.
Furthermore, by 2005 on-line advertising spending in Europe will reach USD6.4 billion, or 15 percent of global on-line advertising spending, according to the company.
At present, 28 percent of Irish adults use the Internet, according to Amarach consulting. However, this is expected to rise to 45 percent by the end of 2003, the company said.
The increase in the numbers of Irish adults using the Internet, combined with the need for more accurate and cost-effective advertising, is creating a very strong on-line advertising market in Ireland, Amarach consulting said.
At present, Germany and the UK are the two fastest growing markets for Internet advertising. The UK will grow to USD1.6 billion by 2005, representing 25 percent of the European market.
Historically, the Irish on-line advertising market has followed the UK market, according to eMarketer. In 2000, the Irish on-line advertising market was roughly estimated at IEP6 million.
There are no specific figures available for the Irish on-line advertising market, according to Christina Mullen head of events at the Irish branch of the Internet Advertising Bureau.
However, on-line advertising in Ireland is a medium with very good potential, involving more thought and better creativity than ever before, said Mullen.
Any increases in on-line advertising in Ireland will be directly linked to changing Internet usage among Irish adults, she said.
"The more people get easy access, the more the Internet will adapt to each household," Mullen added.
"Substantial growth in the UK is a strong indication of the growth rate in the Irish market for on-line advertising," said Colin Joyce, commercial director of Adculture.net.
"There are abundant opportunities with on-line advertising, and the Irish market is just beginning to leverage this new development," he said.
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