Web advertising overtakes radio
7 April 2005
Spending on internet advertising rose by 60 per cent last year, outstripping radio advertising for the first time, according to a new study.
Research by accountancy firm PricewaterhouseCoopers on behalf of the Interactive Advertising Bureau (IAB) showed that companies paid out £653 million for advertising on the internet, 60 per cent up on 2003, while just £637.4 million was spent on radio advertising.
Advertising on the internet now accounts for 3.9 per cent of the total spent by advertisers, up from 2.6 per cent in 2003, and it is the UK's sixth-biggest advertising medium.
The spread of broadband and high-speed internet connections has contributed to the rise in internet advertising. There are now more than six million broadband connections in the UK and research shows that broadband users spend twice as much time online than with dial-up internet access.
Broadband technology also allows advertisers to create more eye-catching adverts using video, audio and animation.
Paul Pilkington, the director in charge of the study, said: "The internet is coming of age. Advertisers understand how accountable it is as a medium, and how they can much better target their advertising than they can, say, in outdoor advertising."
The PwC study also found that online advertising is most popular among financial services companies, followed by recruitment and travel companies. The IAB predicts that spending on online advertising will surpass outdoor advertising in the next few years.
Apply for your free web assessment - get a complete health check and optimisation action plan from Weboptimiser, the experts.
Related news
|
|
Leading brand search engine marketing since 1996
Founded in 1996 as an SEO company, Weboptimiser is today one of the Internet marketing sector's best-known and most respected search engine optimisation (SEO) and pay per click (PPC) search engine marketing companies.
With a unique portfolio of brand-friendly services, including usability, contextual advertising and web analytics, a pioneering methodology that covers all 4 stages of interaction between a web site and its visitors, we make our clients sites faster, smarter, busier and more profitable.
