Travel digital advertising share drops to 6%

Travel’s share of UK internet advertising spend has almost halved in the past 12 months as a string of new industry sectors have seen their marketing budgets soar online.

The travel and transport sector secured a 5.8% share of the overall online advertising market in the second half of 2006, down from 10.1% during the same period in 2005.

Technology, recruitment and property sectors have all seen their market share grow considerably in the 12-month period, according to figures from the Internet Advertising Bureau and PriceWaterhouseCoopers.

Travel was leapfrogged by the technology sector to secure third position amongst the leading industries ploughing money into online advertising.

The IAB/PWC report estimated a massive £2.016 billion was spent on online advertising during 2006, up by 41.2% from 2005 and securing a 11.4% share of the overall UK advertising cake.

Paid-for search advertising is a £1.1 billion industry in the UK, the report concluded, overshadowing online display and classified advertising with a dominant 57% share.

IAB chief executive Guy Phillipson said: “2006 was a tough 12 months for the advertising market as a whole, but once again the internet bucked the trend, recording a 41% increase in ad revenues.”

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