Between the Lines: Google leads net adspend

It's no surprise that the internet is storming ahead in the ad revenue stakes, but news that it has now passed newspapers to take an 11 per cent share of all adspend still comes as a jolt (page 5).

Yes, the figures include a big chunk of "classified advertising" revenue, which many other media (newspapers aside) have little grasp on. And, yes, traditional media owners' own sites are boosting the figures and adding to old-media coffers.

Even so, the 41 per cent growth is staggering. More dramatic, though, and arguably more worrying, is that Google accounts for a whopping 43 per cent of all internet adspend in the UK. At a seminar held by the brand entertainment agency Cake last week, Netrank's John Straw debated whether or not Google could ultimately mean the end of advertising as we know it.

On the basis of these figures, that's a very real possibility.

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