Last year the UK spent nearly £200m on advertising online and, significantly, most of it came from traditional brands, an increase in online spending of more than 18% on the previous year.
Its market share of ad spend across all media is still only small – up to 1.4% for the year from 1.2% in 2001 – but by the last quarter that proportion had risen to 1.7%. “From little acorns ,” as they say.
Yet this evidence has come as a surprise to many media types, seemingly those on the periphery of the digital industry.
One explanation could be that those were the same individuals who moved out of the industry when they saw it was failing to meet expectations in the earlier dotcom boom-and-bust era.