Digital’s double digit growth unrelenting…
- At half year, the total UK digital advertising market is worth £6.4bn, up 15% y-o-y
- Video Adspend has the highest growth at +40%
- Search is worth £3.3bn, up 15%
- Display is worth £2.3bn, up 20%, largely driven by video growth
- The classified market has remained steady at £726m
JANURY – JUNE 2018
IAB/PwC UK digital advertising spend figures; Jan-Jun 2018
Digital adspend is continuing to lead the entire media sector, and at +40% growth, video adspend is generating the fastest rate of increase across all digital Ad formats.
Smartphones continue to account for the majority of video spend, driving total display adspend up 20% YoY to £2.3bn. Tim Elkington, CIO at the IAB, commented, “With mobile devices accounting for 75% of all UK adults’ time online, it is safe to assume smartphone penetration continues to contribute towards the 15% year-on-year growth in digital adspend reported today.”
Meanwhile, spend on search has increased 15% YoY to £3.3bn, more than three times the £958m spent on search through H1 ten years ago; elsewhere, classified advertising remains steady at £726m.
The half year figures now report combined mobile and desktop adspend; the full year report is due for publication in April 2019.
Digital’s heady growth rate continues to lead the media sector – increased time spent on mobile is a major driver. Canny advertisers need to reflect these shifts in their media delivery to ensure optimum campaign impact and success.