A surge in investment across online marketing platforms is an indicator that the wider economy is improving, a new study has claimed.

BizReport said that the Rubicon Project’s 20 Index showed that spending on internet marketing services was up 25 per cent year-on-year in March and compared with January’s figures, growth in web-based ad budgets was 38 per cent higher.

Sporting events such as the Winter Olympics in Vancouver and February’s Super Bowl have helped to drive investment into online platforms this year, as have takeovers such as Google’s purchase of AdMob and Apple’s purchase of Quattro Wireless, which have been seen as sure signs of an upswing in economic conditions.

Improvements in search engine marketing techniques have also played a big role in fuelling spending, as better targeting of particular demographics or geographic regions has convinced advertisers of the brand value of engaging with the online and mobile audience.

The report comes after figures from the Internet Advertising Bureau and PricewaterhouseCoopers put the value of investment in online advertising in the UK at £3.54 billion last year.

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