PricewaterhouseCoopers and the Internet Advertising Bureau have just released figures that show online advertising spend in the UK has overtaken expenditure on television for the first time.
£1.75 billion - almost a quarter of the advertising market - was ploughed into the digital ad market, compared to £1.64 billion for television.
Online advertising is defined as covering email marketing, display adverts, classified adverts and adverts that appear on search engine pages (PPC ads). Some 60% of the spending was on search engines, with a further 22% on online classified ads.
It is believed that the UK is the first country that has seen online advertising become the most popular form of publicity - press display advertising now comes third with £1.38 billion of spend.
Chief Executive of the Internet Advertising Bureau, Guy Philipson, was optimistic about the future of the online market. "We could absolutely see it grow to being a 30% medium (of ad share spend), to go past £4bn to even £5bn annually," he said.
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