Skipper

Mobile Drives Online Ad Spend to Market Share Record

Andy Penfold

UK online advertising grew 12.8 per cent in 2010 to push over the £4bn mark, according to the bi-annual advertising spend study from the Internet Advertising Bureau (IAB) and PwC.

Following the news, reported last week, that UK mobile ad spend more than doubled to £83m in 2010, the IAB says that the figures show that online advertising has "bucked the recession".

With total UK advertising spend in 2010 valued at £16.6bn, this growth takes the internet's market share to a record high of 25 per cent (it was at 23 per cent in 2009).

Anna Bartz, strategy manager at PwC, says: "2010 was an exciting year for online advertising - full year growth figures are strong at 12.8 per cent on a like-for-like basis and some 15 per cent in absolute growth. All formats - display, search and classifieds - contributed, although display showed the strongest recovery. This was driven by video, social media and mobile, channels which build a strong foundation for 2011."