Home  › Media › Media Buying

U.K. Digital Ad Spend Grew 13 Percent in 2010

  |  March 29, 2011   |  Comments

Digital now accounts for a quarter of overall U.K. ad expenditure, the IAB U.K. estimates.

Marketers in the U.K. spent 12.8 percent more on digital advertising in 2010 than they did in 2009, reaching a total of £4.1 billion ($6.1 billion), according to the IAB U.K.'s bi-annual advertising spend study.

The survey, conducted on the IAB's behalf by PricewaterhouseCoopers, estimated the digital channel now accounts for 25 percent of overall U.K. ad spend, which stood at £16.6 billion ($27 billion) last year.

Growth in digital was driven by spending on social media, video, and mobile advertising channels, the report suggested, which saw year-over-year spending increases of 200 percent, 91 percent, and 116 percent, respectively.

Investment in search advertising, meanwhile, continued its consistent growth, increasing 8 percent year-over-year to reach £2.3 billion ($3.7 billion), or 57 percent of total online ad spend in 2010. That represents a slight decrease in share versus 2009, when it accounted for 61 percent of digital investment.

Meanwhile the display ad category - which includes social media and video ads - increased its share of spending by three percentage points to reach a total of 23 percent. That growth suggests marketers may be reallocating portions of their search budgets to display.

In terms of advertiser verticals, consumer packaged goods manufacturers accounted for 12 percent of display investment in the first half of the year, which increased to a 13 percent share for its final six months. The biggest display ad spender was finance, however, which accounted for a 15.2 percent share of spend.

Tags:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

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 ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

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.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...