This year will see the internet marketing sector continue to perform well in spite of lower expectations regarding spending, according to eMarketer.
The company’s UK Online Ad Spending outlook revised eMarketer’s previous prediction of internet expenditure totalling £3.93 billion this year, stating instead that spending is likely to reach £3.58 billion.
It also cut the amount of money UK marketers were expected to have spent online in 2008 from £3.36 billion to £3.34 billion.
Despite this, internet marketing campaigns are still likely to perform better than those involving traditional offline media this year, said eMarketer senior analyst and report author Karin von Abrams.
She added: "Many forms of online advertising, such as paid search and email marketing, rank high in terms of accountability and return on investment."
Internet marketing accounts for about 19 per cent of all spending on advertising in the UK, according to a report from regulator Ofcom.