Home  › Marketing › Strategies

Video and Social Drive Online Display Advertising's Growth in U.K.

  |  October 5, 2010   |  Comments

Video and social media advertising helped the U.K.'s online display ad market return to growth, according to the IAB U.K.

Following a year-over-year decline during the first half of 2009, spending on Internet display advertising grew by 6.3 percent in the U.K. during the first six months of 2010, according to the Interactive Advertising Bureau U.K. biannual ad expenditure survey. Overall, online ad spend for the same period grew 10 percent, year-over-year, reaching a total of £1.97 billion ($3.1 billion.)

The report, collated in partnership with PricewaterhouseCoopers, attributed the growth to increased investment in search advertising - which grew 8.9 percent - but also to a rebounding display ad market, which grew by 6.3 percent.

According to the report, spending on pre- and post-roll video advertising drove much of that growth, increasing 82 percent, year-over-year. Meanwhile, advertising on social media sites also contributed to the growth, the IAB said, accounting for 13 percent of all online display ads between January and June.

Overall, however, paid search continued to dominate U.K. digital marketing budgets, accounting for 60 percent of all online ad spending in the first half of the year. Display accounted for 19 percent, the report estimated, with lead-generation and classified ads representing 1 percent and 19.2 percent of spend, respectively.

Guy Phillipson, CEO of IAB U.K., placed emphasis on the contribution from consumer packaged goods and entertainment brands to the increase in display ad spending. The CPG vertical upped its share of digital ad spend from 9.4 percent in the first half of 2009 to 11.8 percent in 2010. Meanwhile, the entertainment sector grew its spend from 13.2 percent to 14.4 percent.

"The return to double digit growth in UK online advertising is characterized by increased investment by major brands – particularly in [CPG] and Entertainment. The effectiveness of social and video ads for classic brand building is reflected in these formats enjoying exponential growth," Phillipson said in a prepared statement.




Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...