The British Internet has become the host of the media

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On the sales of advertising online overturned television

The UK became the first country where the costs of Internet advertising overtook the costs of advertising on television. A similar trend is observed in all European markets and, according to experts, will soon appear in Asia. Meanwhile, Russia will need many years to make online advertising to defeat the advertising on federal channels. In the near future, the Internet in Russia will only be able to defeat the radio.

According to the Internet Advertising Bureau ( IAB ), in the first half of 2009, the volume of Internet advertising in the UK increased by 4.6%, reaching 1.7 billion pounds. This is approximately 23.5% of the total British advertising market.

The most successful was contextual advertising, it accounted for about 22% of the total cost of online advertising, while compared to last year, advertiser expenses for this channel increased 10 times. At the same time, the cost of banner advertising fell by 5.2% - up to 316.5 million pounds.

Meanwhile, television in the UK accounts for 21.9%, or about 1.6 billion pounds. Another 18.5% are occupied by print media, and 11.5% goes to mailing list. Thus, the Internet, according to IAB experts, has become the "largest media." In their opinion, by 2011, the growth rate of the online advertising sector will be expressed in two -digit numbers.

The tendency to the fact that the Internet advertising will catch up and distilty the traditional one has long been outlined. According to the same IAB , in 2008 in the UK, the decline in the general advertising market amounted to 3.5% (the total volume is 17.5 billion pounds). Against this background, the online advertising segment, unlike others, grew by 17% and amounted to 3.3 billion pounds. “The UK has become a kind of precedent, but the trend in increasing the share of advertising costs exists in all European markets,” said Yulia Udovenko, marketing director of Mindshare Intration. Two three years later, a similar situation may develop in the Asian markets and in the USA, she predicts. In Russia, according to the expert, online advertising will not be able to overtake television for many years.

According to the analytical center "Video Internet (ACVI), in 2009, the sale of Internet advertising can amount to 19-20 billion rubles with the total volume of the advertising market of 200 billion rubles. "That is, it turns out that the Internet accounts for 9.5-0% of our market, and 55% on television. The prospects to catch up and overtaken in the foreseeable time are very ghostly," said Sergey Veselov, director of marketing research by ACVVI.

Udovenko believes that in the next year or two of the Internet, as a channel for the distribution of advertising in Russia, only the radio can overtake. According to the Association of Communication Agencies of Russia, for the first half of 2009, Russian online advertising accounted for 3-3.3.2 billion rubles, and 4.2-4.3 billion rubles were spent on advertising on the radio of the company. Advertising in the press accounts for about 15.5 billion rubles.

The article was published in the publication "Gazeta", No. 184 of October 1, 2009