US internet advertising to continue growth

US internet advertising is projected to continue its considerable growth in 2008, according to TNS Media Intelligence.

The marketing information provider also forecasted that total advertising spending in the US will increase by 4.2 per cent.

The group estimated that internet display advertising will grow by 14.4 per cent over the course of the year, making it the fastest growing advertising medium.

Predictions indicate that this will be counter-balanced by a decrease in more traditional mediums such as newspapers and business-to-business magazines.

Jon Swallen of TNS Media Intelligence underlined this point, saying: "The internet will continue to gain share, principally at the expense of newspapers."

TNS also projected that internet advertising will overtake radio advertising in the US this year, estimating that by the end of 2008 the internet will account for eight per cent of advertising spending versus seven per cent for radio.

Media buying agency Group M forecast recently that in 2009, Britain will become the first major economy in which spending on internet advertising will exceed that of TV.
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