British companies' online marketing budgets now account for a fifth of the total spent on marketing.
Research conducted by the Internet Advertising Bureau (IAB), Pricewaterhouse Coopers and the World Advertising Research Centre found that 19 per cent of the average business' marketing spend is now dedicated to online advertising.
The figure represents a 17 per cent increase in total online marketing spend, despite an overall downturn of 3.5 per cent in the amount spent on marketing in the UK in 2008.
With companies spending an average of 60 per cent of their online budgets on paid search advertising the benefits of a business having an online presence is that extra traffic could lead to an increase in awareness and sales.
IAB chief executive Guy Phillipson said that UK advertisers are now becoming more aware of the benefits that working online can bring.
"UK advertisers have become digital savvy and they're now using rich media, ad networks and search in intelligent ways to achieve their sales and brand targets," he said.
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