Digital Intelligence March 2007

30/03/2007

Digital Strategy data - Digital Intelligence March 2007

Online adspend broke the £2bn mark here in the UK and closed 2006 with 12.4% of the total advertising cake. Almost exactly in line with our prediction in the Autumn (12.5%), the growth in search continued to fuel web ads (paid for clicks account for 58% of the total), alongside a broadening of the firms using graphical and banner formats. The increase of 41% sees web adspend overtake national newspapers, and cross the threshold of being half the size of the TV market. With total advertising spend rising only 1.1% year on year, it's clear that the web is now the main driver in the wider advertising economy.

The UK may be the largest online advertising market in Europe, but growth has been strong in France, Spain, Scandinavia and Germany. The audit of the Spanish market - also published this month - revealed another massive leap: online marketing in Spain grew 91.38% in 2006, reaching €310.5m and taking 4.25% of all combined Spanish adspend. Search marketing in Spain rose 132,41% (46.58% of all online adspend).

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