UK Online ad spend up by 4.6% Via the help of Search

According to an article published at Marketing Week, the IAB have reported that the amount of money spent within the UK on online grew by 4.6% in 2009 despite experiencing a 5% drop in display ad spend.

These statistics, generated by Screen Digest, report that the online ad spend within Europe grew by 4.5% to €14.7 billion (£12.3) in its entirety, however it’s growth was significantly less than the 20% experienced in the previous year.

Display advertising retained a pretty static state; with only a 0.3% increase whereas spend on Search grew by 10.8% in 2009.

Senior analyst at Screen Digest, Vincent Letang commented saying that “Search outperformed display last year as advertisers focused on achieving return on investment through direct response formats at the expense of brand advertising. In addition, some advertisers felt online brand advertising wasn’t yet delivering the enhanced measurement standards they needed to justify further investment in digital campaigns, particularly given the recession.”

The UK represents a 30% market share of the online ad spend throughout the whole of Europe, with the Nordics at 20-25% and France & Germany holding an equal 18% of the market.