Online advertising will be worth £5bn by 2012, having totalled £2.6bn in 2007, eMarketer said in a report titled UK Online Advertising: Reaching Maturity.
It predicted that 2008 online ad spend will top £3.4bn over 2008, which compares with ZenithOptimedia's latest forecast of £3bn and GroupM's forecast of £3.4bn. Aegis agency Carat last month increased its growth rate prediction for overall UK ad spend to 6.4% in 2008, from an original forecast of 5.9%.
Among other predictions cited by eMarketer, search advertising is tipped to reach £3bn, or 60% of overall online ad spend, by 2012.
The Internet Advertising Bureau and PricewaterhouseCoopers will this month publish official online ad spend figures for 2007, but eMarketer estimates that online ad spend will rise from £2.6bn in 2007 to £3.4bn in 2008.
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