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Editor: Matt Paines

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Internet advertising lifts media spend.

The growth of marketing spend on internet display advertising is one of the reasons why overall UK media spend has increased by five per cent in the last year.

Figures for the last 12 months to 31st March show internet display advertising - which excludes search and classified - was up nine per cent and experts are forecasting total internet ad spend growth of around 25% year-on-year.

The research from Thomson Intermedia highlights that the boom in internet advertising is in sharp contrast to other forms of advertising. Broadcasting continues to falter, with TV spend down four per cent year-on-year to £3.9bn and radio down nine per cent to £305m.

While internet advertising spend is still dwarfed by comparison to budgets allocated to TV and radio advertising, it gives a tantalising glimpse of what is in store for the advertising industry.

The company's chief executive, Sarah Jane Thomson, said there is a strong sense of media being in transition and tremendous uncertainty about what will happen as the pace of change seems to get faster daily.

Advertisers naturally want to stay ahead of the curve and get things right, she added, but one fear we should see assuaged with time is of audience fragmenting endlessly, eroding forever the critical mass traditional media once offered.

M.P

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