5. Digital advertising

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Online advertising – covering everything from banner campaigns, to Google AdWords to video – is bucking the trend in advertising markets worldwide. Advertisers are slashing their budgets across traditional media channels but more are taking to online advertising, because of low budget requirements and its proven accountability. In Ireland , there is a reliance on anecdotal evidence rather than statistics to illustrate the shift. But our nearest market, and one whose media habits we tend to emulate, has no shortage of hard evidence. In the UK , a more mature Internet market, online is second to TV in terms of media time among consumers. Advertising revenues follow audience behaviours and online has cornered a 19.2% share of the advertising pie, worth £17.5 billion in 2008. The PricewaterhouseCoopers study, for the UK ’s Internet Advertising Bureau (IAB), shows online closing the gap on the top two categories – press display and TV.

Source: Internet Advertising Bureau, 2008 Online Adspend Study, PricewaterhouseCoopers

Back to contents of State of the Net issue 13