The latest figures released by the IAB show internet adspend growing 17% year on year- the only medium to show growth in the period. This takes the share of total advertising spend to just under 20% - overtaking total press display (newspapers and magazines combined).
This is great news for the industry, particularly in the current economic downturn... however, the FMCG sector is still resisting adoption of the medium. With only 3.8% of internet adspend in one of the biggest advertising sectors the barriers to investing in digital is clearly the lack of standard measurement and trading currency. Resolving this has to be a priority for the digital media sector to see continued growth and to secure advertising budgets from consumer goods advertisers.