Summary
In 2012, the European market for online display advertising — banners, buttons, and sponsorships — will grow to €5.6 billion, outpacing offline ad growth. Marketers will continue to follow consumers online as the Internet market matures. In five years, long-time Net users will dominate the European online scene. Although growth is a common theme, not all markets will grow in the same way nor for the same reasons. Four different types of markets will emerge in Europe, with different points of maturity and sophistication around online advertising.
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