Figures released last week [WAMN: 30-Mar-06] show total UK internet adspend in 2005 soared by 65.6% to £1.4 billion ($2.43bn; €2.02bn), lifting the sector's market share to 7.8%.
Guy Phillipson, Internet Advertising Bureau ceo, believes the online phenomenon is driving the entire market. The rise is at the expense of classified ads and radio - down 5.1% and 4.2% respectively - and is fuelled by the expansion of broadband, now installed in 10 million UK homes.
Says Phillipson of the latest data: "It's pretty explosive stuff," and shows no sign of slowing with search advertising alone worth £768.4m in 2005, bigger than the whole radio market.
He adds: "If an advertiser is spending £1 and getting £10 back then it's pretty sensible to invest more."
Advertisers are finally getting the message about the potential of the internet, hypes Phillipson. Increasingly, TV and internet campaigns go hand in hand - with broadcast media being used to drive viewers to advertisers' websites.
Data sourced from MediaGuardian.co.uk; additional content by WARC staff