Online spending in the UK has broken the £2 bn barrier for the first time, overtaking newspaper ad spending in the process and accounting for 11.4% of all UK advertising spend.
The UK online market now has almost double the average global share of 5.8% and without the rise of online advertising the overall UK ad market would have posted a 2.9% fall, instead of posting a 1.1% rise.
It seems that it is good news all round for Internet publishers as advertisers pour money into the medium.
However, Google accounts for 43% of the £2.016 bn spent online, with the search giant attracting an amazing 75% of the £1.2 bn spent on paid search. Paid search itself grew by 52% last year.
It was once said that there are three kinds of lies: Lies, damn lies and statistics.
Reading between the lines it is good news that more advertisers are finding that online provides them with better ROI, but it is important for the health of the UK online sector that there is more diversity in order to avoid being labeled a direct response online medium.
Check here for the full breakdown of figures.
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