Online direct marketing spending 'grows'

Online marketing budgets have returned to growth in the third quarter, according to the Institute of Practitioners in Advertising (IPA) Bellwether Report.
This contrasts with overall marketing budgets and all other marketing spending categories which still show a downward trend, the report says.

Bearing the brunt of the decrease in spending was the ´all other´ category, revised down by 24.4 per cent of companies, and main media advertising, down 10.4 per cent. Sales promotion also fell by 4.5 per cent, while direct marketing was down 4.7 per cent.

Internet marketing was up 4.5 per cent and internet search was up 5.4 per cent.

Rory Sutherland, IPA president, said: "It will be interesting to see whether the rise in internet spend will presage an upturn in other categories."

Overall, the number of companies revising their third quarter marketing budget up or down was -15 per cent, a 12 per cent increase on last quarter´s -28 per cent.

Figures released yesterday also show similar trends in the US. Search ad spend by US companies was up ten per cent in quarter three, according to SearchIgnite.
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