As companies look to take advantages of the advertising opportunities available on the web, marketing spend will continue to shift to the internet.
This is the view of the Internet Advertising Bureau (IAB), which claims the launch of increasingly sophisticated internet marketing tools will help to sustain this trend.
"As marketers catch up with what the consumers are doing they will be reaching out for them online," said Jack Wallington, chair of the IAB’s Search Council.
Indeed, he explained that firms need to find out where their customers are in order to target their marketing campaigns effectively.
And he pointed out that increasing numbers of people are using the internet on a daily basis as opposed to reading magazines and newspapers, for example.
Research from the IAB shows that spending on internet marketing grew by 21 per cent year-on-year between January and June 2008.
Online was the only advertising medium, alongside cinema, not to experience a decline.