Spending on online marketing in the UK has almost doubled in the space of a year, according to new figures.
A study by the Advertising Association revealed that advertising expenditure via online channels reached £2.01 billion in 2006.
This represented a 47.5 per cent increase on the previous year’s figures and also pushed the online marketing share of UK advertising spending to more than ten per cent for the first time.
Commenting on the figures, Guy Phillipson, chief executive of the Internet Advertising Bureau, told the BBC: "I believe online spend could overtake TV within the next three to four years."
TV advertising was the second-largest sector in terms of advertising spend in 2006 with £4.59 billion laid out on the medium – though this figure is 4.7 per cent lower than that in 2005.
Thomson Intermedia recently revealed that the UK spent £164 million on internet marketing in the first quarter of 2007.