A new internet audience measurement tool could increase the popularity of online advertising, the Internet Advertising Bureau (IAB) has said.

The organisation said the imminent announcement of figures from Nielsen’s UK Online Measurement Company (UKOM) could help marketers divert their expenditures online.

Guy Phillipson, chief executive of the IAB UK, said UKOM, which will enable agency planners to measure the radius of online campaigns, is likely to develop brand advertising online.

“UKOM, which is powered by Nielsen, will give the agency planner all the data they need to use online for brand campaigns,” he said.

“Over the next few years I think online is going to come up on the rails and take more brand share.”

A recent report by Deloitte found that most analysts expect online advertising to grow by around two per cent in 2010. The areas that are expected to show the most growth are search, click and social networks.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing