Paid search will take a lead role in online overtaking TV in the UK ad spending this year, according to Enders Analysis. Search ads are expected to surpass £2 billion, making up 60% of the online ad spend this year. The projections are in line with an e-Consultancy survey where 63% of companies said they planned to increase their paid search budget.
The total online ad spend is expected to reach £3.56 billion, while TV ad spend is expected to be £3.39 billion. Online ads will make up 19% of total advertising in the UK.