Online advertising will prove resilient

Advertising on the internet using methods such as pay per click is likely to be more successful than using other media platforms, one expert has speculated.

However, Eva Berg-Winters, assistant director at PricewaterhouseCoopers Strategy, said that some sectors were likely to remain flat during 2009, while others would perform well.

"If there will be slight growth or slight decline, that's what everyone is discussing, but [online advertising] should be doing much better than other forms of media," she explained.

Ms Berg-Winters noted that this was because media consumption was changing and that people were spending increasing amounts of their time online, particularly during the week.

Her comments followed the recent release of the bi-annual online advertising expenditure study from the Internet Advertising Bureau.

The report revealed that while total UK advertising spend fell by 3.5 per cent in 2008 to £17.5 billion, the internet expanded its share to 19.2 per cent of total UK advertising expenditure - up 3.7 percentage points on 2007 (15.5 per cent).

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