Online advertising spending in the UK has overtaken television expenditure for
the first time, a report has said.
Outlay grew 4.6% to 1.752bn between January and July, according to the study
by the Internet Advertising Bureau and PricewaterhouseCoopers.
The recession saw overall advertising slide by 16% in the period, according to
the study.
E-mail campaigns, classified adverts, display ads and search marketing are all
classed as online advertising.
The body representing UK commercial television broadcasters said that the
comparison was unfair.
We have a rollercoaster of a year ahead
Guy Phillipson Internet Advertising Bureau
'Huge milestone'
The recession had accelerated the migration of advertising spending to digital
technology - from more traditional media such as print, radio and television
advertising to online, according to the report.
Justin Pearse, editor of industry website New Media Age, said the tough
economic times had led to a significant fall in TV advertising spending, which
saw it being overtaken about a year earlier than most had expected.
DRIVING ONLINE ADVERTS
recession
richer content Source: IAB/PwC online expenditure study
"It had to happen eventually, but online advertising has been seen as the poor
cousin to TV for so long that it's still a huge milestone."
Technology firms were the biggest spenders on online adverts, making up about
19% of the market, the report said, followed by telecoms firms, the finance
sector and entertainment and media.
Online display advertising - such as banners - had "performed notably well
against its peers in TV, print and radio", said Guy Phillipson, chief executive
of the Internet Advertising Bureau.
It is interesting but meaningless to sweep all the money spent on every
aspect of online marketing into one big figure and celebrate it
Lindsey Clay, Thinkbox
"We have a rollercoaster of a year ahead, but even in tough economic
conditions, marketers still recognise the value, accountability and
measurability of online advertising."
'Complementary relationship'
However, Thinkbox, the marketing body for the main UK commercial television
broadcasters, said the figures did not compare like with like.
"Online marketing spend is made up of many things including e-mail, classified
ads, display ads and, overwhelmingly, search marketing. They should be judged
individually," said Lindsey Clay, Thinkbox's marketing director.
"The internet is a fantastic technology and home to many different marketing
activities that do different things. As such, it is interesting but meaningless
to sweep all the money spent on every aspect of online marketing into one big
figure and celebrate it.
Television advertising remained the most effective advertising medium "pound
for pound" but was even more effective when put together, Ms Clay added.
"To set them up in competition is a mistake and misses their complementary
relationship."