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by Stephen Logan on 30th December 2009
An industry source has suggested that companies can be more convinced by the benefits offered by online advertising, which should lead to strong growth in the future.
Digital media expert at PricewaterhouseCoopers Eva Berg-Winters described how promotional strategies on the internet – such as pay per click services – have a level of accountability and measurability that customers appreciate.
She noted that the sector is "quite huge" in the UK, but as the country comes out of the recession it could see significant growth.
Ms Berg-Winters explained: "I think the UK will see a turnaround, but it will not be an easy turnaround, and online will play its strengths in terms of being more convincing."
In her view, some areas of online advertising have coped with the difficult economic climate better than others.
A recent study by ZenithOptiMedia indicated that paid search is set to have grown by 15 per cent in 2009.