Internet advertising spending in Britain grew 10 per cent during the first half of 2010, due to a boom in ads around online video and social media sites, lifting the avenue to a record market share of 24.3 per cent.
According to the biannual report from the Internet Advertising Bureau (IAB), the return to double-digit growth for the internet mirrored the general recovery of the entire ad sector.
Advertising saw a 10 per cent growth up to nearly 2 billion pounds in comparison to a growth rate of 4.6 per cent in the first half of 2009.
Spending on online display adverts was up 6.4 per cent, taking a 19.3 per cent share of the medium.
That was improved by pre and post-roll video advertising which increased by 82 per cent to 20.7 million pounds, a five-fold growth in two years.
Advertising on social media sites, like Facebook and Twitter, also made a significant contribution to display's growth which accounted for around 13 per cent of all online display adverts.
Aside from display ads, paid search marketing continued to grow strongly, with an increase of 8.9 per cent to a market share of 59.9 per cent. Classified advertising, which was hit during the economic downturn, was up 11.4 per cent.
"The return to double digit growth in UK online advertising is characterised by increased investment by major brands particularly in FMCG (fast moving consumer goods) and entertainment," said Guy Phillipson, chief executive of the IAB.
"The effectiveness of social and video ads for classic brand building is reflected in these formats enjoying exponential growth."
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