Channel 4’s head has declared that the shift in marketing spend to the internet is not just a cyclical issue but part of a long-term trend.

Andy Duncan, chief executive of the company, said that Google’s British advertising revenue would reach £900 million this year, beating Channel 4’s £800 million.

“People need to wake up and realise that this is not just a cyclical issue,” Mr Duncan said.

“There is a deep structural change taking place.”

Already Mindshare and Initiative predict that Google will surpass ITV1, Britain’s biggest commercial channel, in 18 months, while Carat believes that it could come as soon as 2007.

Changes in both the internet and video markets are shaking up the marketing opportunities, with sites such as YouTube – which Google recently purchased – soaring in popularity.

However, insiders at the search engine were said to be piqued by Mr Duncan’s comments and said that Google was helping to “grow the advertising pie in the UK”, the Times reports.

Either way, this explicit statement of the pace of change in the advertising world means that marketers need to keep up to date with the latest changes.ADNFCR-8000151-ID-17893355-ADNFCR

Related Topics: General Marketing