An expert has asserted that the online ad spend is likely to
continue to grow in proportion to the amount of time consumers spend on
the internet.

Simon Mansell, managing director of TBG, said this media channel is usually used for direct response.

He
said this has not generally diminished during a recession because firms
still need to bring in customers during this difficult period.

Consequently,
the expert asserted that online advertising is likely to hold-up better
than traditional channels such as television.

"The second
reason online is doing so well is down to media consumption habits with
people now spending 25 per cent of their time online, although less
than 25 per cent of spend is online it is a natural progression," he
commented.

This comes after a study conducted by GroupM claimed
that internet advertising is likely to expand by up to 15 per cent
during 2010.

It noted that this growth will represent an
increase of two percentage points compared to the expansion in the
sector this year.

According to the report, this hike is down to
growth in search and mobile marketing on the internet, as well as a
decline in traditional media channels, such as television and print ads.