DEMAND GENERATION NEWS: IAB research reveals record spend on online display advertising

Figures released by the IAB shows that spend on online display advertising in the UK has surpassed the one billion pound mark.

The research, conducted by PricewaterhouseCoopers, forms part of the association’s bi-annual report and also reveals a 13 per cent growth in UK online display advertising for 2011. According to the report, total internet ad spend has increased by over 14 per cent.

Commenting on the IAB’s findings, Dominic Trigg MD for Europe at digital marketing company, Rocket Fuel said, “The industry has evolved massively in recent years and marketers are rapidly waking up to life beyond clicks. Online advertising is fast becoming a core part of companies’ brand armoury.

"It’s now possible to carefully target the exact audience at exactly the right time, with the right message and to measure effectively against real brand metrics. This is immensely valuable to brands and brand-building, so we can expect big growth in online ad spend for many years to come.”