Online ads account for 20 per cent of all advertising spending in the UK, according to the latest Ofcom survey.

The regulatory body's third International Communications Market Report disclosed that online marketing accounted for £1 in every £5 spent on advertising in the UK in the past year, which is the highest figure among the seven countries surveyed by Ofcom.

In addition, the study revealed that people in all countries are spending more time online, with the average UK person surfing the internet for a total of 14 hours per week, which is an increase of 6.5 hours a week since 2004.

Ofcom also highlights that the UK and US lead the way in the trend of watching television online, with consumers in this country watching eight programmes in 2007.

This is a market that is expected to increase; driven by the increasingly popularity of BBC iPlayer and 4OD, which could offer marketers an opportunity to conduct digital ad campaigns.

Today (November 20th), the Olswang Convergence Consumer Survey also disclosed that the iPlayer is watched online for an hour a week by nearly a quarter of consumers.

At HS&P, a third of the agency is made up of planners: integrated, data, digital and loyalty planners for clear, integrated thinking.

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