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October 5th, 2010

UK online adspend sees 10% rise

Good news today for the sector – a study just released shows UK online advertising spend rose by a solid 10% in the first half of 2010.

The report, by UK trade association the Internet Advertising Bureau (IAB), says the total spend in H1 2010 was nearly £1.97 billion – giving online advertising a record market share of over 24%.

Search, online display and classified advertising all saw significant increases.

The biggest share (59.9% of the medium) went to paid-search marketing, with a spend of £1.18 billion, up 8.9%.

Online display rose 6.4% to £381 million (a 19.3% share of the medium in H1 2010), while classified advertising was up 11.4% to £379 million.

Here in iBéBito Media we’re thinking these results maybe give us even more to celebrate than Europe’s result in the Ryder Cup yesterday – and a similar feeling of a welcome burst of sunshine after some stormy weather. We’re excited to be part of this growing sector, and the boom in online marketing can only be good for our clients.

So what’s pushing this rise?

• First, there are more people online – up from 36.8 million in April 2009 to 40.5 million the same time this year – that’s an extra 3.7 million users in just 12 months.

• Then there’s the silver pound factor – this year there are 1 million more over-55s online in the UK than last year.

• More of us have broadband – 92% of the UK population now, and 69% of them are getting speeds in excess of 2MB.

• Social media are still booming – social networks and blogs now account for 23% of all time spent online in the UK.

• Finally, the rush of new devices, from iPads to eReaders, means more people are online for longer.

All this means a growing audience and huge opportunities to reach them with quality advertising.

The report confirms that clients’ growing confidence in online advertising is well-placed – now we look forward to an equally strong second half of the year.

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