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The BBC report today about how the value of internet advertising will overtake TV adverts by 2009 in the UK, following a report by The Internet Advertising Bureau .

Online advertising grew 38% in 2007 to be worth £2.8bn ($5.5bn), taking its market share to 15.3%, up from 11.4% in 2006, the report showed.

The report also highlights how the paid-for-search advertising market is “not slowing but maturing” as marketers become more sophisticated in the way they use the medium.

Brands are now using search more intelligently, getting a greater return on investment through ‘key phrases’ and more accurate targeting that reflects consumer behaviour.