The value of European online marketing — including email, search, and display advertising — will more than double from around €7.5 billion in 2006 to more than €16 billion in 2012, 18% of total media budgets. Firms will raise their online budgets primarily to better reach the growing Net audience that relies on the Web for a widening range of decisions. After five years of dipping their toes into the online marketing waters, firms have come to realize that the Net is a valuable medium for client acquisition, retention, and market expansion.