Online advertising bigger than TV

By September 30, 2009Advertising, Google

An Internet Advertising Bureau/PWC report out yesterday found that in the UK for H109 internet advertising passed TV advertising to become the biggest category.

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This is pretty big news, and more so when you think that people have yet to start watching TV over the web in volume.  When we hit that tipping point I predict a big acceleration of budgets online.  Total UK internet spend in H109 was £1.75bn

To breakdown the stats a little:

  • Internet spending grew 4.6% compared with the year ago period whilst the overall market shrank by 17%
  • The UK remains the world leader in terms of share of spend online
  • Within internet spending search remains totally dominant, with 60% of the total, an increasing share
  • Classifieds also grew
  • Display advertising shrank

My takeaways from this are:

  • The internet advertising secular growth story continues
  • The UK (London really) remains one of the best places to build an adtech business
  • I would think twice before relying too heavily on display as either a publisher or an adtech business
  • Google’s dominance of the largest part of this market is unhealthy, especially in the UK
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