30 Jun 2010

Online advertising 'offers return to firms'

Businesses could see a considerable return on investment by investing in online advertising, it has been claimed.

Karin von Abrams, senior analyst at eMarketer, said industries such as technology, telecoms, entertainment and media were the first to see the appeal of online marketing, but other sectors could now equally benefit from this shifting trend.

She commented: "The UK is a mature market for online advertising and the internet is firmly established as an accountable channel that can deliver excellent return on investment."

According to the Interactive Advertising Bureau Europe, growth has slowed to 4.5 per as the internet's share of total advertising market spend in Europe nears 20 per cent.

It found that internet advertising spending continued to grow in almost all of the 23 markets measured and had a combined value of €14.7 billion (£12 billion). The US market totalled €16.3 billion for the same period.