The latest PriceWaterhouseCoopers/IAB Ireland report into the state of the online advertising market shows that with a total spend of €97.2 million last year online now amounts to over ten percent of the country’s total advertising spend.

While the first half of 2009 was proved a tough time, the industry saw a rise in spending of €1.2 million to €49.2 million between July and December.

Bartley O’Connor, Associate Director at PriceWaterhouseCoopers commented that, “Online in Ireland has overtaken outdoor, magazine and cinema advertising, reflecting its move to centre stage. As it continues to grow and develop as a platform for entertainment, information and communication for Irish users, so too will the advertising revenues it will attract.”

Of that online budget search advertising accounts for 46 percent of the spend with recruitment and property combined accounting for 25 percent and car ads totalling 20 percent.