According to Forrester Research, online advertising expenditure in Europe is expected to mount by 10 percent in 2009 in spite of the global financial crisis, Net Imperative reported Monday.

"To prosper during the downturn, interactive marketers should look for value in highly targeted display ads and seek opportunity in the improved performance of contextual ad networks like Google's AdSense," said Nate Elliot, the report's author.
By 2013, European online ad spend is predicted to reach €14.8 billion. Nonetheless, the data indicates that growth will be more sluggish, compared to a 30 percent increase in 2007.

The United Kingdom, which currently accounts for around a third of the market, will have a significantly higher chunk in European online ad spend, Forrester Research revealed. Germany, France and the United Kingdom may remain the dominant markets by 2013, attaining 66 percent of the Web's ad spend, Net Imperative reported.

Search engine advertisinig will be particularly successful this year, Elliot suggested. Rich media and video marketing will constitute nearly 59 percent of all display expenditure by 2013.