Figures vary but there seems to be a significant shift towards online outlets for business advertising, according to new research carried out by the American Advertising Federation (AAF).

Turning up a number of interesting information for web marketers, the AAF research suggests combining various media formats is currently being most effectively implemented by broadcast TV channels.

Online advertising budgets are widely expected to increase considerably during 2007 and the AAF currently expects the increase to be of around 42 per cent on average.

The research also pointed to the printed media as being the most effective in driving consumers on to their internet connections.

"The internet is an information source. The ability to place ads within a relevant context is potentially very valuable," one industry executive is quoted as saying as part of the AAF's survey entitled Industry Leaders on Advertising Industry and New Media Trends.

A total of 50,000 advertising professionals are represented by the AAF, which is headquartered in Washington DC and looks to promote the interests of its members.