Online marketing in the UK is in the ascendancy, according to leading industry figures.
Despite tighter regulation and increased competition, the launch of Microsoft’s adCenter in the UK has been seen as evidence that there is still huge potential for future growth.
The US software giant brought its search advertising product to the UK last week, challenging dominant players Google and Yahoo! for a share of the market.
“The launch of adCenter in the UK will help fuel continued growth and innovation in our sector and that can only be a good thing for advertisers and agencies,” said Seb Bishop, president of the pay-per-click ad provider MIVA.
“The fact that such a major player is only now entering the market underlines that this is a sector still very much in the ascendancy.”
Microsoft claims that close to 40 million people run searches on its MSN search engine every month.
Such a huge potential market is likely to be tempting for advertisers who are becoming increasingly sophisticated in their online campaigns.