The UK advertising industry is set to rebound from a difficult 2009 this year, according to one expert.

Eva Berg-Winters, a new media specialist at PricewaterhouseCoopers (PwC), said that the sector as a whole is "pretty much out of the woods" after the recession caused spending to slump.

Figures from the Advertising Association and Warc show that total investment in advertising dropped by 12 per cent in 2009 – the biggest decline since records began in 1982.

However, the organisations said that full-year spending is expected to rebound to 2.3 per cent growth this year.

Search and pay per click marketing could be among the main beneficiaries of this rise after proving best placed to weather the downturn that hit the rest of the industry.

Figures from PwC and the Internet Advertising Bureau show that despite the drop in spending across the sector, investment in online advertising rose by 4.2 per cent to £3.54 billion in 2009.

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