Almost a fifth (19 per cent) of advertising budgets in the UK are spent on online marketing services, according to the Advertising Association.
Figures compiled by the organisation show that online marketing services now claim 19.3 per cent of marketers’ budgets, ranking third overall behind television and the press.
However, while the top two media have seen expenditure on advertising decline year-on-year, the internet has grown by 19.1 per cent in total revenues.
The figures follow the publication by the Advertising Association of a market forecast compiled on its behalf by the World Advertising Research Centre.
In the previous study, the organisation predicted two possible growth paths for UK advertising across all platforms in the decade leading up to 2020.
The "low option", based on more conservative estimates, forecasts total revenue growth of 28 per cent over the ten-year period.
However, if the more ambitious "high option" is realised, revenues across all media types could rise by as much as 52 per cent, even when inflation is factored in.
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