UK media spending was partly driven by a growth in online marketing, according to a new report.
Thomson Intermedia found that spending on internet display ads increased by nine per cent in the first quarter of 2007, compared to the second quarter of 2006.
Overall, £164 million was spent on internet marketing which, as a sector, grew less slowly than door drops (19 per cent), direct mail (17 per cent) and press marketing (ten per cent).
However, online marketing outstripped cinema, outdoor, radio and television advertising, with the latter two seeing growth spending decrease by nine per cent and four per cent respectively.
According to eMarketer, a separate study by GroupM revealed that the largest growths in advertising spending in the UK last year were seen in the mobile (66.7 per cent), digital (36.2 per cent) and interactive TV (30 per cent) sectors.
The news follows last week’s finding by the Association of Online Publishers that advertising is the largest generator of revenue for member businesses, bringing in 75 per cent of income.