Why companies are turning to the internet to boost sales

October 18, 2011 3:26 pm

More money was spent on online advertising than on television advertising in the UK in the first six months of 2011.

Spend on internet advertising rocketed to £2.26bn, according to a study compiled by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC).

Read the report here.

The rapid growth in internet advertising was also driven by a surge in spending on online video content to £45m, and the growth of paid-for search.

Guy Phillipson, chief executive of IAB, said: “Online offers a potent combination for all marketers, and the indications are that double-digit growth will continue in the UK.”

Fast-moving consumer goods (FMCG) companies were the second biggest spenders on online display ads, closely followed by finance businesses, and entertainment and media companies.

An increase in the number of people accessing the internet helped to boost growth, but advertisers were also persuaded to increase their spend online by increasingly sophisticated tools for measuring the commercial impact of their investments.

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