22 June 2006

Advertising online is set to outstrip its magazine counterpart later in the year.

The online medium has already overtaken outdoor advertising in the UK and a 25 per cent increase in global advertising spend should see it continue to grow.

Media buyer Carat claims that while the predicted growth for other mediums has been downgraded, Internet advertising remains buoyant.

This summer's World cup will have a boost on advertising spend, the company states.

"The World Cup, as we've always said, provides a mild positive. But it doesn't change the game.

"The rise of digital, on the other hand, cannot be understated."

Digital is "driving growth in almost every single market" and transforming the marketing landscape, the company continues.

Furthermore, investment in digital media has now "moved from experimental to essential," the organisation states.

Other Internet services are also booming, with online mortgages and insurance proving a success in the UK.

© Adfero Ltd

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