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BizReport : Research archives : April 08, 2008

UK: Value of Internet advertising to topple TV

Faster broadband and the proliferation of laptop ownership are fuelling the growth of online advertising in the U.K., according to a recent IAB report.

by Helen Leggatt

The IAB is predicting that the value of Internet advertising will overtake that of television advertising next year, making it the U.K.’s biggest medium.

Internet marketing’s share of ad market grew from 11.4% in 2006 to 15.3% last year, making it the largest advertising medium behind TV (21.8%) and display ads in the printed press (19.9%).

According to the IAB, the U.K. is the world’s most developed Internet advertising market, worth $5.6 billion in 2007.

"To grow 38% from £2bn ($4bn) to £2.8bn ($5.6bn) is a very powerful performance," said Guy Phillipson, chief executive of the IAB(UK). "It's clear marketing directors now recognize the value of online to drive their business and more and more are using rich media and video to build their brands, just as they do on TV.”

Tags: IAB, online advertising, television advertising, U.K.

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