Adspend online increasing, other areas falling

Advertising expenditure on the internet is still growing, even though spending in other areas has dropped, according to recently released figures.

The World Advertising Research Center (WARC) study, undertaken on behalf of the Advertising Association, revealed that internet advertising spend rose by 17.3 per cent in 2008, in comparison to 2007.

In terms of total adspend last year, the internet accounted for 20 per cent of the overall costs.

Meanwhile, TV took up 23 per cent and newspapers 25 per cent of overall expenditure.

Spending on advertising in newspapers dropped by 12 per cent between 2007 and 2008, however, with investment in magazine marketing falling by 9.9 per cent.

The WARC Long-Term Advertising Expenditure Forecast predicted advertising expenditure in the UK could grow by as much as 52 per cent in real terms, after allowing for inflation, for the ten years up to 2020.

Senior vice-president of Constant Contact Eric Groves recently said the most cost-effective way to remain connected with customers is via email marketing.