Digital spend slash by brands

The UK's biggest online advertisers including the COI, Orange and Microsoft, are slashing their digital spend as the economic downturn takes hold.

Research commissioned by Revolution shows that four of the UK's ten biggest internet spenders cut their online investment in the first quarter of this year.

The COI reigned in its online ad budget by 21 per cent year-on-year to well under the £3 million mark, representing just 3.6 per cent of its overall media spend, according to Nielsen.

Orange significantly cut back its digital marketing activity, spending just £2.9 million online in the first three months of this year, down by more than 40 per cent on 2007. However, online advertising still accounts for a healthy 10 per cent of the brand's overall budget.

Microsoft and BT were also among those feeling the pinch. The former reduced spend by a massive 74% and the latter by 3.3% to just over 2.5 million.

Despite the cuts, Dating Direct ramped up its digital marketing spend by an impressive 334% to £4.8 million, making it the UK's biggest online advertiser in the first quarter of 2008. The dating site recently launched a major digital drive to help it compete against rival

For more detail see the July/August edition of Revolution, which is out now.

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