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by Stephen Logan on 1st April 2010
The growth of advertising on the internet over the past year is "unprecedented in marketing history", one expert believes.
Guy Phillipson, chief executive officer of the Internet Advertising Bureau (IAB), said that over the past ten years, online has continued to grow and businesses are seeing positive return on investment.
This is because many marketers concentrated most of their advertising budget on the internet during the worst of the recession in 2009, he explained.
Mr Phillipson also stated that as well as offering pay per click services, the web allows firms to analyse how many people see their adverts and visit their home page.
"With that kind of data available, online marketing is becoming like the new finance – it’s very attractive to marketers and finance directors," he added.
His comments come after figures released by the IAB and PricewaterhouseCoopers revealed that UK internet advertising expenditure reached £3.5 billion last year.
Similarly, online advertising expenditure grew by 2,200 per cent over the last decade.