As internet advertising grows in popularity, more companies are set to adopt pay-per-click (PPC) marketing techniques, it has been predicted.

According to Guy Phillipson, chief executive of the Internet Advertising Bureau (IAB), online advertising is increasingly regarded as transparent, reports the Times.

Mr Phillipson added that, alongside PPC, search engine marketing, behavioural targeting and video streaming techniques will be used by firms across the world looking to increase online traffic.

He told the publication that British firms are "blazing a trail for the rest of the world" in terms of internet marketing as the country enjoys "stellar growth mainly because broadband connections are getting faster and cheaper".

Mr Phillipson's comments follow research by ZenithOptimedia revealing that the internet will become the world's fourth-largest advertising medium in 2008, overtaking radio.

The study suggested there will be a "boom" in marketing spend ahead of the US presidential election and major sporting events such as the Olympic Games in China.

Last week, an IAB study claimed online advertising spend in Britain overtook the print industry for the first time ever over the course of 2006.