British Internet advertising is swelling, with the Interactive Advertising Bureau saying April 4 that online spending jumped more than 60 percent last year.
British Internet ad spending hit about $1.2 billion in 2004, while online ads amounted to about 3.9 percent of total British advertising spending, a jump from 2.6 percent in 2003 and just ahead of radio’s 3.8 percent.
"There's a massive cultural shift going on,” said IAB chief executive Guy Phillipson to reporters, “forcing a change in consumer and advertiser behavior."
Published reports indicated media planning groups look at online ads to outstrip other media growth over the next several years, thanks to increasing broadband access and advertisers getting even more assured about their online spending budgets.
