Online Overtakes TV For First Time As Most Popular UK Ad Medium

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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