Despite now being more attractive to advertisers than the national press, the internet was yesterday tipped to soon become less of a magnet for British practitioners, albeit marginally.
Online promotions will grow by 34 per cent by the end of this year, but that growth will slow to 30 per cent in 2008, says a report by Group M, part of WPP, published this week.
Obtained by The Times, the report’s headline findings reveal that overall media and marketing spending would rise almost 3 per cent in 2007 to £26billion.
But the anticipated decline in the growth of online ads suggests spending will decline 11 per cent from its current level, in light of IAB figures showing e-ads grew 41 per cent in 2006.
Releasing the figure in April, The Internet Advertising Bureau also found that advertisers this year have spent more of their budgets on the Web than on the national press for the first time.
The Group M report predicted that unless it becomes more effective to measure, advertising in traditional media would under-perform the economy over the long term.
Jul 13, 2007
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