Online advertising seems to be immune to recession, according to the latest Internet Advertising Bureau (IAB http://www.iab.net). New figures obtained by this organization, PricewaterhouseCoopers (PwC) and the World Advertising Research Center claim that online ad spending grew 4.6% in the first half of this year, and for the first time it surpassed the TV advertising spending.

Spending has exceeded 1,900 million euros and now accounts for 23.5% of the global advertising market. It is, according to experts, record numbers for an industry which has shrunk by 17% in the period studied.

Internet advertising has exceeded expectations for growth and has worked better in front of the television, radio or print media, and that although the advertising industry has lost more than 1,600 million euros.

Payment for search advertising is the preferred, accounting for 60% of all online advertising spending. Technology-related advertising accounted for 19% of the market, telecommunications second with 14% and finance the third with 13%. As can be detached from the study, the slowing economy has accelerated the migration to digital advertising.

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Claudia Walliman Gomez

Translated from www.itespresso.es