Isolating and measuring the brand effect of search advertising
Mark Greenstreet and Jonny Protheroe
According to the UK's Internet Advertising Bureau (IAB), internet advertising accounted for 19.2% of overall advertising spend in 2008 – more than £3.3bn according to the IAB/PwC 2008 UK Online Adspend Study.
Within the broad category of internet advertising, most spend (59.3%, or just under £2bn) was on paid search advertising. This means UK advertisers are, on average, spending over 11% of their advertising budget on paid search activity.
The overriding perception of paid search is that it delivers benefits to advertisers by...