The increased value of effective online presence has been boosted by the news that advertising spend in the UK has grown to record levels as marketers follow consumers online and away from TV.

The report by the UK Internet Advertising Bureau confirms online advertising spend grew 4.6% to £1.75 billion in the first half of 2009, overtaking TV for the first time.  The UK remains the world leader in terms of market share for online, with the medium accounting for 23.5% in the first half of 2009, an increase of £82m.

 

It has been claimed that the recession is part of the cause for the transition from the more traditional forms of media such as print to online advertisement has been so swift. Technology firms were the biggest spenders on online adverts, making up about 19% of the market, the report said, followed by telecoms firms, the finance sector and entertainment and media.

 

Online display advertising - such as banners - had "performed notably well against its peers in TV, print and radio", said Guy Phillipson, chief executive of the Internet Advertising Bureau. "We have a rollercoaster of a year ahead, but even in tough economic conditions, marketers still recognise the value, accountability and measurability of online advertising."

The figures come from the bi-annual online advertising expenditure study from the Internet Advertising Bureau (IAB) - the trade body for digital marketing - in partnership with PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC).

You can read more about this on the IAB site. Click here.