Inexorable rise of online marketing
Online marketing has continued to grow despite last year's advertising recession.
New research published by the Internet Advertising Bureau and PricewaterhouseCoopers shows that UK internet adspend grew by 4.2 per cent to £3.54 billion in 2009. This compares to a figure of £3.35 billion a year earlier.
It marks a fitting end to a remarkable decade for online marketing. Since the notorious dot com crash of 2001, annual internet adspend has risen every year during the noughties. And the UK online advertising sector in general has grown by 2,200 per cent over the course of the decade. According to the report, internet adspend was worth £3.54 billion in 2009, up from just £153 million in 2000.
Online advertising expert weighs in
Eva Berg-Winters, of PricewaterhouseCoopers, has commented on the findings. "Ten years ago, online was a new medium with high expectations but backed by little commercial reality," she said. "Since then, it has matured to become an integral part of our lives, which marketers have learned to trust."
One of the main drivers of growth has been the development of search advertising. Earlier this week, digital marketing analysts Econsultancy published a survey of 1,472 agencies and client-focused advertisers operating in 68 countries. The SEMPO State of Search Report found that 81 per cent of companies plan to run paid search marketing campaigns in 2010.
Responding to the news, Econsultancy US research director Stefan Tornquist said that the digital adspace "has entered a period of rapid change" after several years of calm. In particular, he believed that the onset of personalised results and real-time search could fundamentally affect how people browse online.