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Online advertising set to overtake national press in 2006 |
Huge growth in the amount spent in the UK on online advertising last year has put the medium on course to be a more popular advertising platform than the national press in 2006.
According to figures from the Internet Advertising Bureau, internet advertising revenues grew by 65.6 per cent year on year in 2005, reaching a record total of £1.4 billion. Its market share now stands at 7.8 per cent. Online marketing growth was so steep in 2005 that it drove the whole media market. Other media platforms combined actually experienced a fall in marketing revenue by almost £200 million, but the online boom meant that the market as a whole grew by 2.5 per cent on 2004. IAB chief executive Guy Phillipson said: "To see such a massive increase yet again is testimony to online's strengths as a medium to reach mainstream audiences. "Our next milestone is £2 billion - a real possibility within the next 12 months, which would make online bigger than national press." The recruitment industry spent the most on internet marketing, representing 22.1 per cent of the total market. The financial sector took a 17.4 per cent share, with the automotive industry representing a 12.4 per cent slice. |
