Internet Advertising: USA vs Europa

In Europa, così come negli USA, gli investimenti pubblicitari su Internet stanno crescendo a ritmi vertiginosi tanto che si pensa che entro il 2010 si avranno più campagne pianificate, e quindi più soldi spesi, sul Web che in tuttti gli altri mezzi di comunicazione tradizionali.
A differenza degli USA, che anche se frammentati in stati da un punto di vista amministrativo formano un unicuum per quanto riguarda la qualità della vita, l'Europa non è ancora il grande Paese al di quà dell'Oceano contrapposto alle Americhe.

L'Europa è un insieme di Stati assolutamente indipendenti gli uni dagli altri quindi con diversi percorsi di crescita, sia economica che culturale.
E' per questo che molte aziende americane che intendono investire in Europa sono soliti distinguere tra Western Europe e Eastern Europe; proprio per segnare un confine tra due mercati ricettivamente differenti.

Riguardo ciò, eMarketer ha pubblicato oggi un articolo riguardante i due modi diversi di intendere la pubblicità online degli americani e degli europei, e le differenze all'interno di questi ultimi.

The European Online Ad Picture Doesn't Mirror the US

When it comes to describing the European online advertising market, researchers really do seem to be talking in different languages.

As in the US, Internet advertising in Europe is growing rapidly as individuals both spend more of their media time with the Internet and as broadband growth makes the online environment more attractive both to marketers and those individuals.
Internet ad spending in the five largest nations in Western Europe — France, Germany, Italy, Spain, and the UK (the EU-5) — reached Euro1,863 million in 2005 (about $2.2 billion). That represented a sizeable 38.2% gain over 2004's spending.

"Comparing the European online advertising market to that in the US, you could say that Europe is about two years behind the US," says David Hallerman, eMarketer Senior Analyst and author of the new Europe Online Advertising: Spending Trends & the Target Audience report. "But then you have to ask the question, are we talking about all of Europe, just Western Europe or a specific nation?"
When viewing the European market, a major consideration is which European market.
As of 2006, there will be 154.1 million Internet users in the five largest Western European nations, with the largest group coming from Germany.

The greatest growth this year among users will occur in Spain, which has the fewest people going online among the EU-5.

As of this year, more than 50% of the total population goes online in only the UK and Germany. By next year, though, France and Italy will also pass that critical mass mark.
Beyond adoption rates, consumers in various European countries view products differently. As the Wall Street Journal recently wrote, "For many Germans, product excellence is the benchmark of success. The British typically demand more social responsibility from their firms. And in France, honest bookkeeping and financial strength raise a company's profile."
"Online marketers looking to target the European audience," says Mr. Hallerman, 'must remember that the content and elements of any campaign often have to be tailored for the local environment — not shaped in a pan-European one-size-fits-all manner."