UK online display advertising grew by 6.4 per cent year-on-year to £381m in the first half of 2010, reports MediaGuardian.
The figures, from the Internet Advertising Bureau, come as a welcome relief following a 4.4 per cent downturn in spend in 2009.
The IAB said the rise had been fuelled by the popularity of social networks, targeted by companies to reach the vast users of sites such as Facebook, MySpace and LinkedIn. Social media ad spend, which has grown rapidly, accounts for 13 per cent, or about £50m, of all online ad spend.
Elsewhere, paid-search advertising, dominated by Google, increased by 8.9 per cent to £1.18bn, although its stranglehold on the share of UK internet advertising shrank from 61.7 per cent to 59.5 per cent.
Online classified advertising increased 11.4 per cent year on year in the first half to £379m, some 19 per cent of internet spend, thanks to growth in housing, automotive, recruitment and business-to-business advertising.
Total spend on UK internet advertising grew 10 per cent year-on-year in the first half to just under £2bn, but if growth continues IAB said hitting the £4bn barrier was a real possibility, with a quarter of all advertising going to online ad spend.
This article appears in issue 255 of Media Digest.
Image taken by Flickr user Franco Bouly, licensed under Creative Commons.