Danish 2006 internet advertising revenues surprisingly close to US figures

In 2006 advertisers spend 68,6 euros to reach each of Denmarks 3,5 mio internetusers above 15 years of age. A figure much closer to the US spending of 82,8 euros per internet user than expected.

This follows from the study just published by FDIM (IAB Denmark) and Deloitte. For the first time ever, the study puts numbers on the total Danish Internet advertising market, including Display-advertising (banners and partnerships), Searchadvertising (excluding search engine optimization), Marketplaces (including classifieds, auctions, yellowpages and price comparision) and finallly Permission marketing.

The study found total internet advertising spending of 242 mio. euros which breaks down as follows:

Display: 60,5 mio euros
Search 49 mio euros
Marketplaces 120,6 mio euros
Permission marketing 8,7 mio
Mischelaneous: 1,9 mio euros

With 242 mio euros the internet will probably account for more than 10 percent of total advertising revenues in Denmark. In 2005 total Danish adspend reached 1,8 billion euros.

Find FDIMs report on internet advertising revenue 2006 in Danish here. On the general Danish methodology read here: “Best ever national internet ad spend measurement launched in Denmark”

The definitions in the FDIM/Deloitte study roughly resemples the definitions deployed by IAB US (also in including figures from auctions and yellowpages alongside display, search, traditional classifieds and email). IAB US published figures for US advertising revenues 2006 a few weeks ago totalling 16,8 USD tranlating to 12,7 billion euros. Read all about the 2006 US advertising revenue at IAB US. And about US internet population at Comscore.