Online Advertising On The Up

Online advertising activity increased 6% during September as companies turned to the internet as a cheaper form of marketing.

The latest figures from online advertising monitor, Lemonad, show that compared to August the number of individual advertisers using the internet during September grew by 6%.

The number of online campaigns also increased by 4%, suggesting that a growing number advertisers are turning to the medium in the face of the advertising downturn that is hitting traditional media hard (see ‘Deteriorating Prospects’ For Media Sector).

Editorial, e-commerce and financial sites attracted the most advertisers throughout the month, with content-led editorial sites and e-commerce sites claiming a respective 23% and 16% share of total online advertising.

As a result of the terrorist attacks in the US, which caused a shift in UK internet usage habits (see UK Internet Usage Habits Shift), entertainment sites and travel portals attracted just 7% of advertisers, 1% above corporate services sites.

Amazon was the top advertiser for September, knocking BOL off the number one position that it has held since June.

Earlier in the month Lemonad reveled that the online industry was in “full retreat” following the events of 11 September, after the total number of ads on UK internet sites dropped by 10% in the days following the terrorist attacks (see US Attacks Hit UK Online Ad Sales).

Lemonad: 020 7247 7722 www.lemonad.com

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