UK marketers spend more on display ads

Marketers in the UK spent 9% more on display advertising between March 2006 and March 2007 than the prior 12 months. That doesn't include search or classified spending. During the same time period, the general media spend increased only 5%.

by Kristina Knight

According to research from Group M places online growth at 39% compared to general advertising spending, which has seen a 36% rate increase in the past year.

eMarketer Senior Analyst Karin von Abrams said, "We're not surprised to see spending on Internet display ads continue to outstrip the modest overall rise in UK media spend. Search-related advertising is growing even more quickly. . .Advertisers and marketers are still struggling to exploit the full power of the Internet, and the relation of online to other media. Real progress may come incrementally."

According to the report, television spending increased 4% in 2006 and so far in 2007 has shown a 0.8% decrease. Radio advertising showed a 2% decrease in 2006 and in 2007 is up only about 1% while newspaper advertising showed a decrease in 2006 (2.3%) and in 2007 (2.1%). Meanwhile, the digital spend has shown incredible growth since 2005.

In 2005, UK marketers increased digital spending by 65%, in 2006 the digital spend increased 39% and so far in 2007, digital advertising has shown 36% growth.