Online marketing 'comes of age'

8 October 2007

The internet advertising industry has "come of age", according to an expert.

Karin von Abrams, senior analyst at eMarketer, makes the comments in light of figures from the Internet Advertising Bureau (IAB).

A recent study conducted by the IAB found that spending growth of 41.3 per cent in the first half of 2007 took online advertising to 14.7 per cent of all marketing expenditure.

Paid search exhibited above-average inflation of 44 per cent and comprises the majority of all spending at 57.1 per cent of the overall total.

"These figures demonstrate that online advertising and marketing - like the internet audience - have truly come of age in the UK," comments Ms von Abrams.

"It's remarkable to see online advertising rise so strongly on the back of robust gains last year," she adds.

Guy Phillipson, chief executive of the IAB, recognises the contribution of "exceptional growth" and increased market share to the "astounding rate" of development of online advertising.

Category: Paid search