LONDON: Internet advertising expenditure will continue to increase in the UK during the next five years, with paid search driving this trend.
Research firm Enders Analysis estimates web adspend should enjoy a compound annual growth rate of 8% to 2014, reaching £5.1bn ($8.1bn; $6.0bn).
This equates to a 33% market share.
Search advertising, a category dominated by Google, will take £3.1bn of revenues, due to what Enders Analysis said was the channel's "appeal and value to advertisers as a sales and lead generation tool".
Elsewhere, rising interest in social media and video networks could push display adspend to just over £1bn, with classified returns hitting £840m.
The on-going challenges facing newspapers and magazines mean overall online ad sales are set to leapfrog those of press ads by the end of the forecast period, Enders Analysis said.
Data sourced from Enders Analysis; additional content by Warc staff