08-04-2008
IAB highlights rise of internet advertising
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The Internet Advertising Bureau (IAB) has confirmed details of the growth of internet advertising.
According to the findings of a report released by the IAB, by 2009 the value of internet-based advertising is expected to exceed the value of content distributed via television, reports the BBC.
Indeed, the report noted that internet-based search functionality is being used "more intelligently" by brands.
"It's clear marketing directors now recognise the value of online to drive their business and more and more are using rich media and video to build their brands, just as they do on TV," said Guy Phillipson, chief executive of the IAB, a UK-based trade association.
Specifically, the IAB found that over the course of last year, the value of internet-based advertising increased to £2.8 billion.
The market-share of online advertising also rose last year, growing from 11.4 per cent in 2006 to 15.3 per cent.
The report was prepared in partnership with the World Advertising Research Centre and PricewaterhouseCoopers.