New industry figures reveal that the market UK-based internet advertising grew 41.2% over the 12 months of 2006.

This means more than £2bn was spent to engage an audience of 31million adults.

The unprecedented growth in online expenditure is the only reason the UK advertising industry, as a whole, grew last year (by 1.1%).

Advertising through online banners, videos and paid-for search is now more than half the size of television advertising, which is the UK’s single biggest medium.

Investment in the superhighway means online advertising is today at the highest ever market share of all UK advertising, currently standing at a record 12.4 %.

Although an increase was predicted, such runaway growth beats all analysts’ expectations, and surpasses the 5.8 per cent worldwide average share of advertising for the medium, as estimated by Zenith Optimedia.

As a result, the UK now has the highest national share in the world, according to the authors of the figures, the Internet Advertising Bureau, PwC and the World Advertising Research Centre.

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