Almost one-third (32 per cent) of marketers increased their digital advertising spend during the second quarter of this year, according to a new report.
The Institute of Practitioners in Advertising (IPA) has published its latest quarterly Bellwether survey, which shows a 22.7 per cent increase in the number of marketers upping their internet advertising budget when compared to the first quarter of 2017.
Some 15.6 per cent of marketers revealed they were increasing their spend on search engine optimisation activities, demonstrating that a growing number are recognising the importance of this area.
Paul Bainsfair, director-general at the IPA, commented: "While it is good to see spend up in internet, it is worth remembering that IPA studies have consistently shown that the most effective marketing results from a 60:40 brand building (emotional) to sales activation (rational) ratio."
Overall, more than one-quarter (28 per cent) of respondents to the Bellwether survey revealed their marketing budget had increased over the last three months, which may have influenced the growing spend on digital activities.