Business Intelligence

Planning and Managing a Digital Strategy

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Executive Summary

In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising - just one small part of a digital strategy - would overtake TV advertising by the end of the year. This was inaccurate - according to the IAB's own figures, internet ad spend outstripped TV ad spend a good three months before the end of 2009. The UK is now the world's first major economy to spend more on online advertising than on TV - currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.

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