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Online ad market expected to grow annual 11% in next five years

Hungary's online advertising market is expected to grow an annual 11% over the next five years, according to a study by US market research company JupiterResearch.

The increase will come largely because of spending on search marketing, which shows ads to internet users based on the terms they enter into search engines. Hungary's search marketing segment is expected to grow more than 60% to Ft 400 million in 2006.
Although search marketing is still most popular among smaller companies, which appreciate its cost effectiveness, more and more multinationals are using it as well, according to Tamás Kálmán, who heads ETARGET, a Hungarian company specializing in search marketing.