Paid-for search "dominates the internet market"

Paid-for search advertising "dominates the internet market", according to a study by Ofcom.

The UK independent regulator's Communication Nation report notes that a total of £1.6 billion was spent on such advertising in 2007, reflecting a year-on-year increase of 39 per cent.

Combined online advertising spend reached £2.8 billion over the course of the 12-month period.

The regulator notes that during 2007, more money was invested in internet advertising than the combined advertising spend for television channels ITV1, Channel 4, S4C and five, which stood at £2.4 billion.

According to the survey, consumers spent an average of seven hours and nine minutes per day using an array of communications services - including internet use - in 2007, up six minutes from 2002.

Meanwhile, Lynn Brunner, co-author of the Managing Your Brand Online report from Experian suggests brands need to include search engine optimisation much earlier in their marketing strategies than they currently do.