Online marketing 'continues to grow'

11:34 11th February 2010

New research has suggested that the use of online marketing platforms continues to grow in the UK.

The figures from the Advertising Association and Warc have revealed that internet and cinema marketing were the only two mediums to record increases in ad spend during the third quarter of 2009.

Online marketing rose by 4.2 per cent over the period and it now accounts for around two-thirds of all classified advertising.

Overall, the data from the organisations suggests that the total UK ad spend for 2009 is set to be down 12.7 per cent year-on-year.

Tim Lefroy, chief executive of the Advertising Association, said: "The underlying data shows not just the painful recession effect overall but the dynamic reshaping of the UK advertising landscape.

"For some it's the perfect storm, for others the perfect opportunity."

Recent research by the Internet Advertising Bureau revealed that 88 per cent of UK brands rate social media platforms as important to their business.

It was revealed that a third of marketers intend to allocate up to 20 per cent of their digital marketing budgets to social media in 2010, while only seven per cent have not used the channel in any way.

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