I think Europe could surpass the US ad market if for no other reason that different markets means different languages and different ad campaigns. In other words, it’s harder to find efficiencies when you have to duplicate the same message across 10 or so sub-campaigns.
According to IAB, Europe added 4B Euros year over year, I do wonder what factor the USD/Euro exchange rate had on this:
Obviously, the conversion matters. From 2000-05 I took a company from $0 to $10M sales… in USD. We were based in Canada and with the USD/CAD at 1.5, that was actually $15M of revenues for us. Imagine that. Now, I cash in US checks and I lose money. Anyway, someone might want to remind the IAB to account for this… and while we’re at it, someone might want to remind America the Greenback is in the toilet (that is how many USD’s it takes to buy 1 Euro):
Read more here. Found via Center Networks. Also check out some of WatchMojo’s French and German clips.
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