Massive surge in online marketing
Online marketing is the most lucrative form of advertising, according to a joint study by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers.
The industry achieved above-expectation growth of 41.3 per cent this year, taking its market share to 14.7 per cent.
Guy Phillipson, chief executive of the IAB, commented: “The online market is developing at an astounding rate and once again we see exceptional growth and a significant increase in market share. Ninety per cent of internet users are on broadband now and nearly 40 per cent are using wireless.”
He added: “Importantly, marketers have a much better understanding of how online works and how to measure the effects of brand advertising as well as direct response.”
Classified advertising now accounts for 20.8 per cent of all internet advertising spend, growing by a staggering 72 per cent over the past year to £277.7 million.
Meanwhile, internet display advertising - which includes banners, skyscrapers and rich media formats - was up 33 per cent to a share of 21.5 per cent.
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