France and Germany are relatively mature online advertising markets but Italy and Spain – where Internet use is less widespread – have slower developing online ad markets. This is because, reports eMarketer, television remains the overwhelmingly dominant advertising medium in the latter two countries.

In all four regions, total media ad spending has plunged due to the recession, but online has been the most resilient performer throughout the downturn, fresh research shows. Internet ad spending will post important gains in 2009 and regain momentum next year.

Karin von Abrams, eMarketer senior analyst and author of the new report, Online Ad Spending in Western Europe, said: “The evolution of online ad spending in France, Germany, Italy and Spain mirrors the cultural and infrastructure differences in these countries. And now, the economic downturn has added another layer of complexity to the European Internet patchwork.”

Various reports show that paid search has proved the most popular online ad format in the current financial climate, while European marketers’ commitment to display, classified ads and email has been weaker.

The share of ad spending going online in Europe’s major countries varies. The proportion is highest in the UK, where one report recently said it had surpassed TV spend; another said online advertising will account for 30 per cent of all UK ad spending in 2009, compared with 14.3 per cent in Germany and 11.4 per cent in France. In Italy (7.5%) and Spain (10.8%) the percentage of online advertising trails the worldwide average of 13 per cent.

Karin von Abrams added: “Many advertisers in France and Germany have more experience with the Internet than their counterparts in Spain and Italy. As a result, they are in a better position to formulate effective online strategies and leverage interactive media when budgets are tight.”

Yet many advertisers are seeing healthy results from online campaigns in Spain and Italy – such as movie studios, popular music groups, sports teams and youth-orientated brands. The report suggests that, with the recession beginning to lift, now is the time for advertisers throughout western Europe to move forward with innovative campaigns to take advantage of online advertising’s potential.