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European Marketing & Advertising



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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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.
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.
Intel and Universal McCann Use Media Content and Paid Ads to Drive User Engagement on MySpace
Case Study
Nate Elliott - April 24, 2008
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.
Mobile Marketing in Europe
Lack of Scale, Standards, and Systems Inhibit Near-Term Growth
Concept Report
Nate Elliott - December 26, 2007

Search engines, online publishers, mobile operators, and handset manufacturers are all offering advertisers a chance to reach consumers through mobile advertising. But significant doubts remain over mobile marketers' ability to find the consumers—or the results—they're looking for.
European Online Advertising Forecast, 2007 to 2012
Paid Search, Rich Creative Formats Drive Growth
Concept Report
Nate Elliott - December 19, 2007

Advertisers' increasing adoption of rich media and video formats, and the unrelenting growth of paid search, continue to drive European online ad spending ever higher.
Affiliate Marketing in Europe
Marketers Turn to Low-Cost, Low-Risk Channel
Concept Report
Nate Elliott - November 30, 2007

As direct marketers continue to face challenges in their use of paid search and e-mail marketing, many are turning to affiliate marketing as a supplementary source of low-cost, low-risk direct response inventory.
Social Marketing in Europe
Creating and Measuring User Engagement
Vision Report
Nate Elliott - October 11, 2007

Social networking sites like MySpace and Facebook, as well as video sites like YouTube and DailyMotion, allow users to engage with each other and share content. Marketers are working to leverage these sites as they grow more popular in Europe, and to engage users with their brands.
Viewpoint Offers Advertisers a 'User Engagement Index'
Case Study
Nate Elliott - October 11, 2007
Local Search in Europe
Engines Search for Momentum Among Consumers and Marketers
Concept Report
Nate Elliott - October 5, 2007

Although most Europeans have never searched for local information online, search engines know that driving consumer uptake of local search is crucial to driving advertising revenues from small businesses.
European Online Video Advertising
Best Practices Guide
Concept Report
Nate Elliott - August 29, 2007

Regular video use in Europe grew by 80 percent between September 2006 and April 2007. As Web sites seek to monetize this traffic, they must follow best practices in order to maximize revenues and avoid alienating users.
Online Classifieds in Europe
Leaders Emerge as Use, Spending Grow
Concept Report
Nate Elliott - July 19, 2007

As print classifieds revenues fall across Europe, and online classifieds revenues continue to grow, the race to consolidate leadership is heating up and new players—even UK supermarket chain Tesco—are entering the market.
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