Internet advertising methods overtake TV in UK
Expenditure on email marketing campaigns, classified adverts, display ads and other internet advertising methods has now overtaken its TV equivalent in the UK.
Research by financial services firm PricewaterhouseCoopers (PwC) and the Internet Advertising Bureau (IAB) – the trade association for the digital marketing sector – shows spending increased by 4.6 per cent to £1.75 billion during the first half of 2009.
Expenditure on TV advertising dropped to £1.6bn from £1.9bn year-on-year.
The figures highlight that 60 per cent – or £1.05bn – of the internet marketing spend went towards search advertising on sites including Google.
Online advertising experts at PwC pointed out that a slowing economy had accelerated the migration to digital technology and online advertising, which "promises return on investment and measurability".
Guy Phillipson, IAB chief executive, reiterated claims that internet advertising had beaten "all expectations" to achieve growth in the most challenging market conditions.
"Online display has performed notably well against its peers in TV, print and radio despite more than £1.5bn being wiped off the advertising industry," he observed.
"We have a rollercoaster of a year ahead but even in tough economic conditions marketers still recognise the value, accountability and measurability of online advertising."
Written by on September 30th, 2009 with no comments.
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