Online advertising spend grew in 2010, says survey
A quarter of advertising in the UK is now online, topping over £4 billion in spend for the first time, new research has revealed.
According to research by the Internet Advertising Bureau (IAB), online advertising grew by 12.8% in 2010 to reach £4.1 billion, compared to the £3.5 billion of 2009.
The total is not far from that spent on television advertising in 2010, a total of £4.28 billion, according to the survey, with social media helping boost display advertising by 27.5% to $945 million, with video advertising also rising to around £54 million.
Search advertising, led by Google, was still the largest area of spend in the online marketplace however at £2,346 million (57%) while online classified advertising grossed £751 million, a year-on-year growth of 9.7%.
Guy Phillipson, chief executive officer of the IAB, said: “Major brands restored their advertising budgets in 2010 and online was a big winner, breaking through the £4 billion barrier and accounting for a quarter of total UK media spend. The power of online to build brands is clearly reflected in the spectacular growth of display, thanks to the popularity of social media and video formats. And with mobile advertising finally coming of age, marketers are enjoying an incredible array of digital opportunities.”
The total advertising spend in 2010 was £16.6 billion.