A fresh survey (IAB Europe) shows that Denmark is the country in Europe where advertising sales for Internet media accounts for the largest share of the overall Advertisement budgets. To put it simple: The Danes are very much online and online is now "bigger" than other media-platforms like print. In an advertising/marketing perspective this means that online as a communication channel is finally being "taken serious".

Throughout my master I had several marketing professors claiming that online marketing is a temporary phenomenon and the consumers prefer the old media channels like print, TV, radio and outdoor. Well. They were wrong. Online marketing is getting bigger and bigger and IAB Europe's survey is the latest proof.

The problem with the online platform is how to make money. For quite some time the Danish media company's like Berlingske, Børsen and JP/Politiken have been struggling to make money on their online platforms. The thing is that the profit from online advertising like banners etc is not enough to make the company's "survive". The consumers are used to free information and won't pay for the content. Some company's tried a business model where extensive readings require some kind of membership/pay per reading. An interesting development because consumers (myself included) are used to browse the internet for free.

Read more about the IAB Europe survey here, here and here.