The interactive media’s share of UK advertising expenditure is set to hit 30 percent next year, the highest of any world market, according to a new GroupM study. The survey, called Interaction: Addressable, Searchable, Social and Mobile, finds that interactive media will remain the principal source of advertising growth in the UK and beyond over next two years. In 2007 the interactive media segment – which includes the internet, mobile and gaming – accounted for 20 percent of all UK ad spend, and was driven by better handsets and WiFi connections. The...