The 50-plus an important factor driving online advertising growth.

What follows is a splurge or facts and figures.

The results of the biannual internet advertising spend study from the Internet Advertising Bureau, PricewaterhouseCoopers and the World Advertising Research Centre shows online advertising expenditure reaching a potential new high of £2.75 billion by the end of 2007.

The total UK advertising market grew by 3.1% during the first half of the year to £9.1 billion. Without online’s contribution, UK media expenditure would have fallen by 1.9% (or £147 million).

All forms of online advertising increased. The following shows the type, share of online advertising spend and year-on-year growth rate.

Classified advertising (21%), increased by 72%
Internet display advertising (22%) - including banners, skyscrapers and rich media formats – increased by 33%.
Paid-for search (44%) increased 44%.

Online spending, by the main industry categories (in priority order) are:

Automotive
Finance
Recruitment
Finance
Consumer goods

Interestingly, one of the main reasons for the growth was the 50-plus now accounting for nearly 30% of time spent online. Dick Stroud