Online ad spending over takes TV!
Wednesday, September 30th, 2009
For the first time in the UK the online advertising spend overtakes television. In the first half of 2009 online advertising rose to £1.75 billion compared to TV’s £1.64 billion.
These figures come from PricewaterhouseCoopers and the IAB and show the 50 year reign of TV advertising has come to an end. Online ad spend now accounts for 23.5 per cent of the total UK ad spend, compared to TV’s 21.9 per cent. Guy Phillipson, IAB’s chief executive said “We could see absolutely see it grow to being a 30% medium (of ad share spend), to go past £4bn to even £5bn annually,”.
A breakdown of the online figures show however that display advertising (banner ads etc) only equates to 18 per cent (£817 million), compared to the 60 per cent share (£1.05 billion) for search marketing.
Despite these figures TV advertisers are already criticising these reports. Lindsey Clay from ThinkBox, the UK TV marketing body, has said: “Online marketing spend is made up of many things including email, classified ads, display ads and, overwhelmingly, search marketing. They should be judged individually.”
“It is. . . meaningless to sweep all the money spent on every aspect of online marketing into one big figure and celebrate it.”
