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BizReport : Research archives : July 03, 2007

U.K. online ad spending on the rise

Online advertising in the U.K. is significantly more developed than in any other European country reveals a new eMarketer report.

by Helen Leggatt

The report, called “U.K. Online Advertising”, puts broadband penetration, mobile Internet access, ad-serving technology and a healthy U.K. economy as the key drivers fuelling the growth of online advertising.

Online ad spending in the U.K. is forecast to reach 18 percent of total advertising spend this year, over double the percentage in any other European country, or even the United States. In fact, the U.K will account for just over 50 percent of all European Internet advertising this year and that figure is expected to rise to 52.6 percent in 2011.

"Several recent developments, including Google's planned acquisition of the ad-serving company DoubleClick and Microsoft's announcement that it hopes to buy aQuantive, another player in the advertising sector, signal a radical transformation of online advertising," said Karin von Abrams, eMarketer Senior Analyst and the author of the new report. "The UK will be in the vanguard of this change."

Tags: eMarketer, online advertising, U.K

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