Budgeting for online: is it any different?

Paul Longhurst, from Unique Digital, asks why brand advertising budgets for online activity are so pathetically small given the growth and reach of the medium.

Budgeting for online: is it any different?

Paul Longhurst

Not long ago, Google published a survey which told us that the average Briton spends 164 minutes online every day, compared with 148 minutes watching television. That is equivalent to 41 days a year spent surfing the web: more than almost any other activity apart from sleeping and working. While Google is obviously claiming high, and numbers should be treated with caution, the fact is that time spent on computers and internet-connected devices is increasing at a dramatic rate, especially among the audiences most coveted by advertisers.

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