The Internet was the only marketing medium to experience growth in the UK in 2008, with online market share increasing to 19.2 percent as advertisers looked for more accountability and return on investment, according to the Internet Advertising Bureau (IAB).

The IAB found that spending online increased by $793 million year- over- year. This was reached against a challenging backdrop which has seen UK advertising spend fall by 3.5 percent in 2008 to $25.7 billion.