Online advertising ’strongest’
Annual spend in online advertising in the UK should reach £2 billion this year, making it the strongest performing marketing channel, a new report states.
The Institute of Practitioners in Advertising’s Q2 Bellwether Report states that 21.8 per cent of companies report that their spend on internet advertising has increased - and that such techniques now account for six per cent of total marketing spend.
"If anything, investment in the digital sector is accelerating even faster than before," Wayne Arnold, Profero European chief executive and chairman of IPA Digital, commented.
"This has been driven by traditional brand marketers increasingly becoming more and more confident in the medium, the robust economy, and service base industries looking to use digital channels as a cost-effective driver of demand."
Chris Williamson, the report’s author, added: "Marketing spend is clearly rising sharply, with growth in the second quarter boosted by a buoyant economy and strong profits growth, particularly in the service sector, where profitability is currently rising at record rates."
