Television has long held control of the majority of brands’ advertising budgets, but more advertising pounds were spent online than on TV in the first half of 2011 – the first time ever.
Online advertising in the UK rose by 13.5% for the first half of this year to £2.26 billioncaccording to the bi-annual report by the Internet Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) and marketing group WARC. This gave it a market share of 27%, beating TV’s 26% into second place.
This growth was powered by 100% growth in online video ads – something that will only increase as the UK broadcasters move towards the launch of YouView, and social media advertising – another sector that should grow massively over the next period as Twitter rolls out its advertising plans. Search advertising also grew 12.6% and display advertising grew 18.5% – strong growth across the board.
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