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Online advertising overtakes radio advertising

Online advertising overtakes radio advertising

The amount spent in the UK on advertising online has for the first time exceeded that spent on radio advertising, according to the Interactive Advertising Bureau (IAB).

The IAB reports that £653.3 million was spent on online advertising in 2004, up by 60% on the £407.8 million spent in 2003. This puts online advertising at 3.9% of the total spent by advertisers, just ahead of the 3.8% share held by radio.

Nevertheless online advertising still lags considerably behind other media. Press advertising accounted for 41.5% of advertising revenue, TV advertising for 23.9%, and direct mail which accounted for 14.6%.

There are no figures for the voluntary sector’s spend on online advertising, but anecdotal evidence suggests the figure is rising.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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