EIAA Research Studies


The European Interactive Advertising Association (www.eiaa.net) is a unique pan- European trade organisation for sellers of interactive media.

The primary objectives of the EIAA are to champion and to improve the understanding of the value of online advertising as a medium, to grow the European interactive advertising market by proving its effectiveness, thus increasing its share of total advertising investment.

EIAA Silver Surfer Report

London, 23 July 2007 – Research announced today from the European Interactive Advertising Association (EIAA) reveals that 68% of all European internet users aged 55 years and over now use broadband at their main point of internet connection and that broadband adoption amongst silver surfers is growing at a faster rate than the average European internet user (26% year on year growth compared to 14%). This increase in broadband penetration is leading to major changes in the way this older generation are communicating and spending their leisure time. more...


EIAA European Ad Formats Report

The latest ad formats report from the EIAA, which explores the usage and popularity of specific ad formats across EIAA and OPA Europe members' sites, reveals that advertisers are embracing 'entertaining' online ad formats as a way to interact and engage with their consumers and communicate brand messages.

According to EIAA member data the Super Banner now represents 35% of the total of these ad formats delivered while the Medium Rectangle - MPU also accounts for a third. The OPA Europe figures demonstrate an even greater concentration on the bolder formats with the Super Banner and Medium Rectangle - MPU accounting for 86% of the formats delivered.

To view the whole report, please click here

EIAA Mediascope Europe

Now in its fourth year, Mediascope Europe provides a unique insight into the evolution of TV, Internet, Radio, Newspaper and Magazine consumption across Europe, and the role the Internet plays in people’s lives.

Results show that people's time spent online has increased by 28% at the expense of other media over the last 3 years and nearly half of all internet users access the internet daily.

To download the Executive Summary of the Mediascope 2007, please click here