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20:21 6th April 2010
The usability of internet advertising is "unprecedented in marketing history', according to Guy Phillipson, chief executive officer of The Internet Advertising Bureau (IAB).
Mr Phillipson said that online advertising enables users to adjust their campaign as it goes while knowing how many people have seen the ad as well as the number of visitors and online buyers.
"With that kind of data available, online marketing is becoming like the new finance - it's very attractive to marketers and finance directors", he explained.
His views come as IAB and PricewaterhouseCoopers have released their latest data on internet advertising spending, revealing that investment has increased in the last quarter of 2009.
According to the research, UK internet advertising expenditure rose 4.2 per cent to reach £3.5 billion last year, a massive increase compared to the 2000 figure of £153 million.
The Biggest increase was noted in paid search, which posted a 9.5 per cent year-on-year growth to £2.15 billion, representing 60.7 per cent of all online ad spend (59.3 per cent in 2008).
Written by Hannah James
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