Ofcom, the independent regulator and competition authority for the UK communications industries, has announced in its annual report that mainstream TV advertising is no longer the medium of choice in the UK. Spending on online advertising has overtaken TV. Online grew 40% last year to A$6 billion, accounting for 19 percent of all advertising, in an industry that is worth A$109 billion. The report also states that in a comparison of the period from 2002 to 2007 the time spent on computers by the British public increased 400%, representing 24 minutes a day per person. Mobile phone time increased 200%. By comparison, Australia’s online advertising market grew 61.5 per cent in 2006 with the full year spend just topping the $1 billion milestone. Way to go.
Tony Heywood is a Fellow of the Design Institute of Australia, founder of Heywood Innovation in Sydney Australia and joint founder of BrandSynergy in Singapore.
View some of Heywood’s work on www.heywood.com.au
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Wednesday, September 24, 2008
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