IT industry set to see more advertising spend

16:15 1st October 2009

The UK is set to see more advertisers selling their products online, which could help provide more funds for the IT industry to develop new technologies.

UKOM, the UK online measurement company, will be joined by The Nielsen Company to deliver an industry-approved online audience planning system from next year and the new service could encourage more businesses to look at spending greater proportions of their advertising budgets online.

Ciaran Deering, head of online at internet media and advertising agency TCS Media, said the move would be a positive step because some media buyers are currently "relying on data from a number of different sources and this results in discrepancies across the board".

A growing focus on the internet and online media could help more people to move into IT training, as companies look to expand their web presence and thereby create new job opportunities for people with the technological skills to develop this side of an organisation's business.

It has recently been revealed that advertising spending online outstripped that of television for the first time in history over the past 12 months.

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