The UK is the biggest spender on internet marketing in Europe, it has been claimed.
Figures released by the Internet Advertising Board (IAB) Europe and PricewaterhouseCoopers reveal that UK firms spent £2 billion on internet marketing in 2006.
This amount represents 39 per cent of Europe’s total spend (£5.4 billion) and almost double that of second-placed Germany, which accounted for 22 per cent of the continent’s expenditure, ComputerworldUK reports.
Almost half (45 per cent) of European investment in internet marketing was directed at search engine marketing, while 31 per cent went on display advertising, 22 per cent on classifieds and 1.6 per cent on email campaigns.
"These figures demonstrate without any doubt the significance of the European online advertising industry," said Alain Heureux, president of IAB Europe.
According to the researchers, the internet’s share of advertising revenue in the UK rose from 7.8 per cent in 2005 to 11.4 per cent in 2006.