Internet all set to overtake TV as UK’s top advertising medium

Recent research conducted by the Internet Advertising Bureau (IAB), the World Advertising Research Center and PricewaterhouseCoopers has observed that the Internet is soon going to replace TV in the UK as the biggest advertising medium by 2009. The report mentions that Britain is one of the most developed online-advertising markets in the world. It also discusses several reasons behind online-ad growth (almost 38 per cent last year). The reasons sighted are:

• Rising number of net-savvy people
• Introduction of cheap laptops
• The growing popularity of catch-up TV on the Internet through services, such as Channel 4’s 4oD

It was noted that the Internet remained the biggest driver of overall advertising growth in 2007, with the entire sector in the country experiencing 4.3 per cent growth, to £18.4bn. The online-ad spend during the year had a market share of 15.3 per cent, slightly behind display press advertising, at 19.9 per cent, and TV, at 21.8 per cent.

However, the broadband speeds are increasing, and as consumers spend more time online, the future for Web-based advertising is only going to get rosy. Many sectors like recruitment, automotive and technology, as mentioned in the report, are now using the Internet as a medium for advertising.

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