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UK online ad spend increases

A report by UK media regulator Ofcom has found that advertisers are continuing to ramp up their spending on internet ad campaigns.
 
It found that the money spent by advertisers online last year surpassed the ad sales for the two main UK terrestrial TV channels, ITV1 and Channel 4.
 
The report identified that Google’s UK turnover of £800m was equivalent to nearly 80% of ITV1, Channel 4 and Five’s total ad revenues.
 
Ofcom director of research, James Thickett, said the report may force broadcast advertisers to change their business models and their challenge is to find new kinds of advertising that engage people.
 
The shift reflects the changing way people consumer media which now includes the internet.
 
Figures compiled for the report highlight the changing patterns of internet usage. It found that women aged 25 to 34 now spending 20% more time online than men of the same age. And the over-50s now account for nearly 30% of total time spent on the internet.
 
Ofcom said eBay was still the most popular web destination, although Bebo, MySpace, Facebook and YouTube were all in the Top 10 sites by time spent.

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