The potential of online advertising for Europe's competitiveness

EIF Breakfast Debate


Internet users nowadays benefit from an ever-increasing range of free applications and services that are mainly funded by online advertising. One major advantage of online advertising over traditional advertising is the immediate, customised and interactive publishing of information and content.

Online advertising currently represents only 10% of the overall advertising and grows at fast pace. Web-ads can be of very different types (banners, rich media ads, search engine results pages, e-mail marketing, social networks ads, online classifieds ads, etc...). They represent an alternative business model that brings revenues to advertising companies and content owners and at the same time offers free services to internet users. Web advertising also plays a role in facilitating e-commerce and fostering innovation. On the other hand, it also presents challenges, in particular in terms of the privacy and anonymity of the users and the independence of the platforms sponsored by commercial ads. 

This breakfast discussion will help participants better understand how online advertising works, what the competitive factors are, who benefits from it and in return of what.

Programme - 01/12/2010

Welcome and Introduction

Alexander Alvaro, MEP and EIF Governor

Introductory remarks

Jacques Bughin, Director of Brussels’ office, McKinsey & Company - Key findings of the study “The economic value of online advertising-based services for consumers”

Nick Wiggin, Head of Advertising Strategy & Partnerships, Ericsson

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