Market Overview

Report terms UK Ad Landscape as Bullish reports GTSLinkBuilding


(EMAILWIRE.COM, October 28, 2012 ) San Francisco, CA- An increase by 12.6pc had the UK digital ad expenditure at a six-month high since the start of 2012, according to the latest Internet Advertising Bureau UK (AIB) advertising expenditure report that was conducted by the PwC

Display advertising on mobile devices great by 10.6pc and accounted for 23pc share of digital ad spending. Video advertising on digital increased 43pc and accounted for 12pc of all online mobile display in the first two quarters of 2012.

Paid-for search marketing continues to be a success due to its measurable and transparent nature, according to the IAB. On a year-to-year basis, searches increased 15.9pc and represented a 59 pc share of advertising in the digital field.

Classifieds also saw growth of 7.2pc and accounted for 16 pc digital ad expenditure for 2012. Classified recruitment went up 11pc.

Overall advertising in the digital field, including display, video, SMS, and MMS increased a whopping 91 pc. Mobil searching great even higher at 152 pc and was 72pc of mobile ad spending.

Almost 60pc of people in the UK have a smartphone, average UK household broadband speed is now 9MB and social media accounts for one fifth of all internet time, said Tim Elkington, director of research and strategy at the Internet Advertising Bureau. As digital technology and services evolve to make consumers lives easier, more connected and more fun, its no surprise that advertisers are coming to the digital party with bigger budgets, despite the challenging economic times elsewhere.

However, theres still plenty of room for growth. Take mobile; 60pc of the UKs 100 biggest advertisers still dont have a mobile-optimized website yet consumers spend almost 70pc longer on sites which are. If all advertisers get wise to this, were likely to see significant mobile growth for some time yet.

The top five sectors of the first two quarters were entertainment (13pc), retail (11pc) and travel/transport (10pc).

For the first time since we started measuring digital ad spend, consumer goods (FMCG) advertisers have joined the long-time leader, financial services at the top of the spending charts, said Anna Bartz, senior manager, PwC. Interestingly, spend by FMCG advertisers increased across all digital channels, reflecting advertisers recognition of online and mobile as brand building platforms.

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