The Guardian reports on WPP chief executive Sir Martin Sorrell's statement this morning:
In Britain, the web is set to account for 14% of advertising spend this year, ahead of radio, outdoor and even national newspapers, and double the global average.Sir Martin said the web's importance would continue to rise, citing research from Google that 20% of people's time is spent online."there's going to be a reapportionment of share. Google said we spend 20% of our time online, so in theory, and I stress in theory, that's where the internet market should go. It shouldn't just be 14%, it should be more than that."
In Britain, the web is set to account for 14% of advertising spend this year, ahead of radio, outdoor and even national newspapers, and double the global average.
Sir Martin said the web's importance would continue to rise, citing research from Google that 20% of people's time is spent online.
"there's going to be a reapportionment of share. Google said we spend 20% of our time online, so in theory, and I stress in theory, that's where the internet market should go. It shouldn't just be 14%, it should be more than that."
For those of you that missed it, here's the original BBC report on Google's research and if you do nothing else, read this Guardian article from August - some highlights:
The online world is scratching its head over the disparity between the internet's growing audience and its share of advertising budgets.Of the 54.5 hours a week the average Brit spent watching TV, listening to the radio, reading newspapers and magazines and surfing the web last year, 10.7 hours were spent online. That means 20% of all media time attracted only 9.8% ... of advertising cash. And in the crucial 16- to-34-year-old bracket, the figure for online usage is much, much higher."There are certainly some large brands that really do not yet get this and see where it fits. As for ad agencies, some really get it and some just want to milk the TV market for everything it's worth while they can."
The online world is scratching its head over the disparity between the internet's growing audience and its share of advertising budgets.
Of the 54.5 hours a week the average Brit spent watching TV, listening to the radio, reading newspapers and magazines and surfing the web last year, 10.7 hours were spent online. That means 20% of all media time attracted only 9.8% ... of advertising cash. And in the crucial 16- to-34-year-old bracket, the figure for online usage is much, much higher.
"There are certainly some large brands that really do not yet get this and see where it fits. As for ad agencies, some really get it and some just want to milk the TV market for everything it's worth while they can."
Robin Grant
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