According to figures released on by the UK Internet Advertising Bureau and PricewaterhouseCoopers, spending on Internet advertising increased by 10 per cent in the first half of the year, to £1.67 billion (E1.92bn).
The growth rate has picked up from last year, when online spending rose 4.2 per cent, but has fallen behind that of TV and other traditional media for the first time. Television advertising rose 16 per cent in the same period. As a result, TV was the largest medium with a 25.5 per cent share of advertising spending, followed by Internet on 24.3 per cent and press display on 17.9 per cent.
Although search-engine advertising still dominates the online market, the IAB said the increase in spending was also driven by greater investment in display advertisements on online video sites, such as YouTube, and social networks, such as Facebook.