If it's true that trends that start across the pond in the U.K. eventually make their way to America, then online ad spending is in for a whopping increase. New figures from the Interactive
Advertising Bureau UK (IAB UK) revealed a 66 percent increase in online advertising expenditures in 2005, rising to about $2.4 billion. Search led the pack with 79 percent growth to $1.3 billion
during the year, display advertising grew 44 percent to $584 million, and classifieds showed 62 percent growth to $457 million. Observers note, though, that online spending in the U.K. seems to favor
search, whereas in the U.S. marketers spend more on display advertising to support their brands. The IAB's Paul Freeman-Sanderson said the trend may be due to a lack of cross-media studies the likes
of which have proliferated in the U.S. As a result, he said, search and other forms of direct marketing will continue to dominate in the U.K. "The gap in spend between search and display is great and
we don't anticipate this closing significantly in the coming year," he says. "However, as brand advertisers become more confident in using online, I'm sure we will see the gap decrease. It's going to
take some time, though."
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