LONDON: Online adspend in the UK is predicted to grow by 20% in 2008, a total that is down some 18% on last year's figure, according to a report by PricewaterhouseCoopers.
The study – Online Advertising Through a Downturn: Weathering the Storm – forecasts that display advertising will suffer the most, but that search adspend will rise by 30%.
Classified expenditure is also expected to grow – especially in the auto and dating sectors – as the internet as a whole gains from advertisers moving away from traditional media like print and TV to digital as economic conditions worsen.
Figures from the European Interactive Advertising Association released earlier this month also indicated that some 81% of advertisers had increased their online expenditure this year, with search the main beneficiary.
Data sourced from mad.co.uk; additional content by WARC staff