“Europeans now spend an average of 24 hours on the internet every month,” starts the IAB (Interactive Advertising Bureau) post. Almost all of the services that they use regularly—from email, instant messaging and maps to social networks...—are free, funded largely by online advertising. A new report commissioned by IAB Europe from McKinsey & Company … shows that advertising triples the value consumers receive from the Internet, by subsidizing such valuable services as email, comparison shopping, news alerts, social networking, and video entertainment,” said Randall Rothenberg, President and CEO, IAB US. “This work contributes to a growing body of research—including the IAB US/Harvard study on ‘The Economic Value of the Advertising-Supported Internet Ecosystem’—which shows conclusively that online advertising is a boon to consumers and citizens worldwide.” Download the full report.
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