Internet ad spending 'on the up'
Category: Measurement | 14th Oct 2009
Internet advertising spending has increased for the first time since the second quarter of 2008, according to a new report.
This was the only channel marketing segment to see an increase in budgets in the third quarter of 2009, the IPA Bellwether survey showed.
All other marketing spending channel budgets slumped to an eighth consecutive quarter of declines, albeit the smallest reduction in over a year.
The slowing falls in spending is thought to be due to a returning business confidence across sectors, consistent with the anticipated return to economic growth.
Commenting on the findings of the report, IPA president and vice-chairman of the Ogilvy Group UK Rory Sutherland suggested that this could signal the beginning of the end of budget cutting.
He said: "Whilst companies are still understandably wary the report reveals a strong rise in business confidence and the suggestion that GDP [gross domestic product] may well have risen in Q3.
"It will be interesting to see whether the rise in internet spend will presage an upturn in other categories."
A recent report by the Internet Advertising Bureau and PricewaterhouseCoopers indicated that internet advertising overtook TV marketing spending for the first time ever in the first six months of this year.
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