Tuesday, 3 April 2012

UK Online Ad Spend Rose to £4,784m in 2011, up 14.4% Y-o-Y

"Despite the backdrop of a depressed UK economy, advertising on the internet increased by 14.4% to a new high of £4,784 million in 2011, up £687 million year on year.
According to the latest Internet Advertising Bureau UK (IAB) advertising expenditure report, conducted by PwC, online advertising continues to grow at an exceptional rate, and last year experienced its biggest increase in five years.
UK ecommerce shoppers helped Retail surface as the biggest winner in terms of overall growth in the second half** of 2011, as it became the third biggest display advertiser. Consumer Goods (FMCG) moved to second place, while Finance just held on to top spot.
The top five categories, by share of display spend, in 2011 were:
Finance 15%  
Consumer (FMCG) 15%  
Retail 12%  
Entertainment & the Media 12%  
Technology 9%  
The powerhouse of display is banners and other embedded formats, which continue to drive display forward (73% share). Growth of this format was fuelled by bigger, richer and more dynamic ads that spiked display spend by 13.4% to a high of £1,128 million (£945 million in 2010) and a 24% share of online ad spend (23% in 2010).
Video advertising continued its incredible growth and now accounts for 10% of all online display advertising.  Expenditure on online video doubled year on year to £109 million (£54 million in 2010). The format has grown more than eight-fold since 2008, when video spend was £12 million.
In 2011 banner ads on social media platforms such as Facebook, YouTube and LinkedIn, increased by 75% to £240 million – an eight-fold increase since records began in 2008.
Search marketing proved to be a recession-proof staple for direct response advertisers, recording impressive growth of 17.5% to £2,767 million (£2,346 million in 2010), and a 58% share of online advertising spend (57% in 2010).
Despite a difficult market for recruitment, total Classified ads grew 5.2% to £785 million (£751 million in 2010) and a share of 16% (18% in 2010). However, consumer and B2B Classifieds (property, cars, holidays and B2B), reached the half billion milestone for the first time at £509 million (£485 million in 2010).
Advertising on mobile devices rose by 157%* in 2011, to a new high of £203million, as a result of increased smartphone ownership, the proliferation of touchscreen technology, 3G, and soaring tablet sales, which sparked a surge in interest from brands, especially in the Retail and Consumer Goods (FMCG) sectors."

No comments: