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Two Thirds of Companies Seek to Increase Online Advertising
2010 looks set to be a big year for online advertising with more companies ploughing resources into the fastest growing and now the largest sector UK advertising.
Earlier this week, the Internet Advertising Bureau (IAB) revealed that social media spend was an increasing priority for advertisers to allocate resources to this year. In a further article from the IAB, research from Econsultancy and ExactTarget revealed that two thirds of companies intend to increase their online advertising spend this year.
On average, 2010 will see companies spend 17 per cent more marketing online than they did last year. Continuing its historically strong trend, paid search is expected to be the most popular form of online advertising this year, with 54 per cent of marketers enticed by the excellent Return on Investment (ROI) of paid search.
Other investments this year will see an increase in Search Engine Optimisation (SEO) and 56 per cent of marketers turning to the relatively unexplored avenue of mobile advertising.
With budgets remaining quite constrained this year, 30 per cent of firms said they would be shifting resources from other traditional marketing strategies such as print and TV advertising. The UK already has the highest proportion of online marketing spend in Europe, but with the predicted growth of advertising this year, online could account for over 25 per cent of all advertising spend.
Director of research and strategy at ExactTarget Morgan Stewart said: “The shift from offline to online is in full swing as marketers look to measure direct increases in top line sales, site traffic and improve overall marketing return on investment.”
Online Advertising news posted by Scott Tickner on 04 February 2010
