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Marina Nikolova

Display advertising continues to develop rapidly, but this time on the Internet with an average development rate of 21.3%, placing it as the fastest growing form of on-line advertising in Europe. According to the annual report on online ad spending made by IAB Europe the data show that they have an increase of 15.3 percent for 2010, when the overall advertising market rose by only 5%. For the development of the display advertising contributed videos, mobile advertising and the social media.

The survey among the 25 European countries has not yet been published on the Greek branch of the Company IAB Hellas, but this is expected to happen at the end of the month only for the subscribers. Overall spending for online advertising have reached 17.7 billion euros in 2010, which equals 18% of the European advertising market. Countries with the highest spending on advertising on the net are Germany, France, Holland, Italy and Spain, which equal 74% of the market. In most markets the cost for display advertising with video have doubled. The largest category of online advertising remains a paid search where 45% of the total expenditures go to this kind of advertising as compared to dispely where 33% of the cost are spned and 20% for classifieds / directories, APE-MPE reported. For the online advertising and the trends we spoke to Andreas Staios of IDigital:

According to the report of IAB Europe the costs for on-line advertising have doubled in the European countries. What causes this?

We are talking about a continuous process and this is not the first year in which such development occurs. This should not surprise us. This tend for an increase in the expenditures for on-line advertising is due both to the problems faced by other media as well as to the advantages of the so-called new means for mass communication. The new media provide direct, measurable and naturally impressive results. We have the opportunity to achieve good results in targeting the audience we want in an affordable way. Adding also the lower price for the service, then I think we have the necessary combination for success.

What is the situation in Greece in connection with on-line advertising methods that are most popular at the moment and what are the trends for the future?

In Greece, where the market is not ripe yet it is natural to look for the "magic combination" of the mix of tools and actions to take. And so we began from the classic formula by placing the banners, we continued with finding viral advertising, then we went to Google and search, and we are now in the world of social media. But it is clear that there is no means of advertising to fit everywhere and always. The adequate quantity and strategy are those who judge whether an ad is successful or not.

 
Let’s that a small or medium business should be advertising on the network, what should it do for this to work successfully? And what are your tips on what pitfalls to avoid and what to focus on ...

No matter how funny it sounds, but this should be seen as a problem of a medical nature. Confidence in the partner whom you choose to follow is essential. In my opinion, small and sure steps should be made every time. We start from the basics and advance slowly from there on. There surely will be failures and disappointments. But by learning from them and by making the necessary adjustments it is sure that the results will come.

Do the Greeks take advantage of the ads on the social networks and what kind of advertising is in vogue - for what products or services?

Naturally, it is used. This is the new market trend. Most companies look for ways to advertise on the social networks. With or without a strategy and, unfortunately, often without success. The presence of a company in the social networking site in itself does not mean that he can succeed. Here it is necessary to say that we can’t see some specific products or services to have a monopoly in these media.

What are the advantages and disadvantages of on-line advertising?

In your previous question I told you about the benefits from advertising online and how they can lead to the development of the specific media. The only downside ithat I can say is the inexperience of the particular market both on the part of the advertising companies and on the part of the advertisers, which can lead to errors and "traumatic" experiences.

In which direction will go on-line advertising in the future?

This is a question that can not be given an answer. Any prediction or assessment would likely contain an error. In each case must be taken into account what kind of advertising is appropAriate and what is the right strategy to create a brand and everything else will come by itself ...