Online advertising spending in the UK has overtaken television expenditure for the first time, a report has said.
Online spending grew 4.6% to £1.752bn in the first half of 2009, while TV spending shrank 16.1% to £1.639bn.
E-mail campaigns, classified adverts, display ads and search marketing are all classed as online advertising.
Four Things Driving Online Adverts:
Direct Response: Can measure success of advertising.
Video: Multi-media content makes the internet more engaging.
e-commerce: People taking to the internet to find bargains, especially in a recession.
Faster, cheaper broadband: A wider audience who advertisers can provide with richer content.
‘Huge milestone’
The recession had accelerated the migration of advertising spending to digital technology – from more traditional media such as print, radio and television advertising to online, according to the report.
Justin Pearse, editor of industry website New Media Age, said the tough economic times had led to a significant fall in TV advertising spending, which saw it being overtaken about a year earlier than most had expected.
Technology firms were the biggest spenders on online adverts, making up about 19% of the market, the report said, followed by telecoms firms, the finance sector and entertainment and media.
Guy Phillipson, chief executive of the Internet Advertising Bureau said
“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.”
BBC News