Online advertising spending overtakes TV
Online advertising spending overtakes TV for first time
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By Darren Estwick. |  |
Wednesday, 30, Sep 2009 10:17
By Sarah Garrod.
Online advertising spending in the UK has for the first time overtaken television expenditure.
A report from the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PWC) found that despite advertising as a whole being down due to the recession, online advertising grew 4.6 per cent to £1.752 billion in the first half of 2009.
In the joint report, the IAB and PWC said "the internet has now overtaken TV advertising to become the UK's single biggest advertising medium", adding that advertisers were "following" their audiences to online.
Guy Phillipson, chief executive of the IAB said: "Internet advertising has 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 £1.5 billion being wiped off the advertising industry. 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."
The report found that despite the state of the property market, motor industry and recruitment sectors, classifieds grew by 10.6 per cent to £385 million, or 22 per cent of all online spending, "reaping the benefits of the continued migration of advertising from print to online formats".
However, Thinkbox, the marketing body for the main UK commercial television broadcasters, told the BBC: "Online marketing spend is made up of many things including e-mail, classified ads, display ads and, overwhelmingly, search marketing. They should be judged individually.
"The internet is a fantastic technology and home to many different marketing activities that do different things. As such, it is interesting but meaningless to sweep all the money spent on every aspect of online marketing into one big figure and celebrate it."