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Editor: Matt Paines

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Online ad spend buoyant despite economy

Online advertising expenditure is bucking the market trend, soaring by another 21% over the year to reach a total of £1.7 billion, despite an overall fall in advertising of 0.7% across all media.
 
Figures released by UK trade body the Internet Advertising Bureau (IAB) show that traditional media are bearing the brunt of the current economic slowdown, with TV, radio, outdoor and press advertising all seeing a drop in expenditure.
 
Meanwhile internet advertising has increased its market share by 4% to 18.7%, leaving it snapping at the heels of press display advertising at 19.3% and TV at 21.7%.
 
Paid-for search continues to demonstrate the importance of search engines in online marketing, registering a 28% year-on-year growth and marginally improving its share of the online advertising market to 58.3%.
 
Online spend on classifieds and display ads was also up, recording 30.2% and 16.3% year-on-year increases respectively.
 
Chief executive officer of IAB UK, Guy Phillipson, said that online was not immune from the economic downturn, but while other sectors saw falls in expenditure the internet was still experiencing an incredible increase and was propping up the entire advertising market.
 
He said the growth in internet advertising spend was beating all expectations as advertisers looked to maximise their budgets and take advantage of new display advertising formats such as video.

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