Online advertising in the UK grew in 2007 with more than £2.8 bln ($5.5 bln) - a 38% year-on-year increase - and a market share of 15.3%, according to Internet Advertising Bureau. In 2003-2007 online advertising spend has increased by £2 bln ($3.9 bln). In UK advertising market the internet share grew 4.3% to reach £18.4 bln ($36.18 bln). Total internet display advertising spend increased 31% YOY, while the core formats - banners, skyscrapers and embedded rich media, including video - grew 45% to £592 mln ($1,164 bln). Spend on embedded formats has doubled during the past two years to account for 79% of total display.