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UKOM 'will drive up online marketing spend'

27 Jan
The amount of money spent on internet marketing is likely to increase with the introduction of a new tool designed to measure internet audiences.

This is according to chief executive of the Internet Advertising Bureau Guy Phillipson, who said that the launch of Nielsen's UK Online Measurement Company (UKOM) will make it easier for firms to plan their online strategies, something that may interest those seeking marketing jobs.

Nielsen is launching UKOM next month and Mr Phillipson noted that it will give agencies "all the data they need to use online for brand campaigns".

He added that many companies prefer to advertise online because it is easier to see the success of their investment, adding that businesses like Capital One use all of their budget on the web "because that is where they could measure every scrap of their spend".

Deloitte recently predicted that online advertising will increase faster than the rest of the market during 2010, stating that analyst forecasts of two per cent growth may be too conservative.ADNFCR-2176-ID-19580155-ADNFCR
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