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Editor: Matt Paines

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Internet ad spend passes £2bn mark.

The amount being spent on Internet advertising broke the £2 billion barrier in 2006. A 41% increase in spending has prompted the landmark figure as marketeers are allocating more budget to dedicated online campaigns.

Figures from a report by the Internet Advertising Bureau (IAB) also highlights that online advertising now accounts for 11.4% to the UK total spent on adverting. This figure has jumped from 7.8% the previous year.

The head of the IAB, Guy Phillipson, sees the upward momentum of the Internet reflecting a new era in marketing communication and consumer behaviour, which is driven by high-speed broadband take-up and user-generated content.

The figures have been compiled as part of a biannual report which also found that £2.016bn was spent targeting 31 million Internet users.

Online spend boosted the entire advertising industry, which grew by 1.1% in 2006, at a time when almost all expenditure on traditional media is in decline. Spending on advertising in national newspapers, for example, grew by just 0.2% last year, taking the total to £1.9bn.

The UK now leads the world for the share of advertising spend online as the global average is currently 5.8%.

M.P

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