Spending on web marketing to rise, says report

28/08/2008

Global expenditure on internet marketing is set to increase significantly in 2008 and 2009, according to media communications agency Carat.

The company has revised an earlier prediction to estimate that online advertising will grow at a faster rate than previously thought, while traditional media is likely to perform more poorly compared with early forecasts.

According to the figures, internet advertising will see expenditure rise to account for 8.6 per cent of all spending on advertising this year, increasing to 9.8 per cent in 2009.

Aegis Media chief executive Jerry Buhlmann highlighted the role of search engine marketing - potentially including search optimisation - in driving up internet advertising spending.

"With search now central to the planning and execution of any campaign, online media brings a greater level of accountability not just to itself but to TV, print and other forms of advertising," he said.

The forecast follows a recent study by StrategyEye Digital Media showing that despite the credit crunch, businesses are looking to spend more on social media, mobile and online advertising in the next 12 months.