More money is now spent on online advertising than on TV, according to new research.
The Internet Advertising Bureau (IAB) said today that spending on net ads climbed to £1.7 billion in the first half of 2009, while year-on-year TV ad spending dropped by £300,000, falling to £1.6 billion.
The IAB added that net advertising accounts for 23.5 per cent of the total market.
"The internet has now overtaken television advertising to become the UK's single biggest advertising medium," the group said.
"The results signal a significant restructure of marketing budgets as advertisers follow their audiences online and look to the internet for even more measurable and accountable methods."
The buoyant online ad sales are largely driven by the paid-for search system, a personalised method of advertising which Google has dominated.
Search ad spending had increased by as much as 7 per cent in the first half of 2009, now hitting £1.05 billion alone.