U.K. Government’s Digital Spend Balloons

The U.K. government’s digital media spending increased 57 percent year-on-year in the twelve month period ending March ’08, according to the Central Office of Information’s (COI) annual review released this week.

According to the office, the increased digital outlay “demonstrates that government – like the private sector – is following audiences online.” The growth was attributed to a number of campaigns surrounding issues such as climate change, army recruitment, road safety and tobacco control.

Of the £156.9 ($314) million the COI spent on advertising media, £35.4 ($71) million of it went on digital – almost a quarter of its total spend. What’s more, overall media spend only rose by 15.4 percent year-on-year, suggesting that the budget is moving online rapidly.

“From events and direct marketing to research and digital, both COI’s established and newer channels have shown growth over the year,” said Alan Bishop, COI Chief Executive, in a release.

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