Online ad revenues have the potential to rise by up to GBP5.28bn (USD10.28) or 320.7% by 2019, according to predictions by the Advertising Association and the World Advertising Research Centre (WARC). The total UK ad market is set to grow between 16.8% and 38% fuelled by this increase in online spend. However, print ad revenues will continue to fall, dropping by as much as GBP1.6bn (USD3.1), a 23.9% decline on current spending.

The results were split into high and low growth predictions, dependent on economic conditions. The high growth option says that the total UK ad market will rise from GBP15.98 (USD31.12) in 2007 to GBP21.97 (USD42.79), or 38% across the 11 years. This will see internet ad growth rise from GBP2.392bn (USD4.66) to GBP7.67 (USD14.94), or 320.7%. Under this model print revenues, from national and regional papers, consumer magazines and directories, will fall from GBP6.7bn (USD13.05) to GPB6.02 (USD11.73) or 11.1%.

Under the low growth option, total ad spend will rise from GBP15.98bn (USD31.13) to GBP18.6bn (USD36.25), a 16.8% rise. Internet ad growth will go from GBP2.39bn (USD4.66) to GBP6.5bn (USD12.67), a rise of some 272%, whilst print ads will drop from GBP6.7bn (USD13.06) to GBP5.096bn (USD9.93), a fall of 23.9%

Within the online sector, display ads are expected to increase their market share from 3.9% in 2006 to 12% in 2019, with online classifieds also due for a big increase. According to WARC, directories and regional newspapers are due to be hit hardest by the falls in print revenue. "Whichever way the cookie crumbles, expenditure growth will be internet-led," claims the research centre.