British companies increased their internet advertising budgets in the third quarter of 2009, according to the latest Institute of Practitioners in Advertising (IPA) and BDO Stoy Hayward Bellwether report.
This is the first time since the second quarter of 2008 that the publication has shown online ad spend to grow.
The study also reveals that no other marketing categories - such as PR events or sponsorship - witnessed an increase in expenditure.
Rory Sutherland, president of the IPA and vice-chairman of Ogilvy Group UK, says that it will be interesting to see if the rise in web advertising spend will "presage an upturn in other categories".
Overall, it appears that that the reduction in ad spending is slowing because the report indicates that general marketing budgets declined by the smallest margin in more than a year.
Some 47 per cent of companies surveyed for the research claim they had improved prospects, consistent with the UK's economy returning to growth.
Jim Houghton, head of marketing services at BDO, suggests that in the current climate firms need to drive both their brand and sales.
"Well targeted marketing spend will be key to achieving this objective," he explains.
Motivated staff will also be vital and the IPA last month published ten top tips to help agencies boost the morale of their staff during the recession.
