U.K. Web Ad Spend Grew in First Half, But Slower Than U.S.

  |  October 5, 2011   |  Comments

Video advertising drives growth on both sides of pond.

U.S. first-half online ad expenditures rose 10 percentage points more than those in the U.K., according to new figures from the Interactive Advertising Bureau and its U.K. counterpart. Online ad spending in the U.S. rose more than 23 percent over the first six months of 2010, while in the U.K. spending rose just 13.5 percent.

While there was disparity in growth rates, both branches of the trade group attributed growth in part to boosts in digital video ad spending. IAB U.K. reported 100 percent growth in web video advertising, and the U.S. body reported digital video spending was up over 42 percent in the first six months of this year.

In the first half of 2010, U.S. and U.K. online ad growth was aligned at around 10 percent according to both IAB bodies.

IAB in the U.S. presented its first-half numbers last week; the estimates were calculated in conjunction with PricewaterhouseCoopers. The IAB U.K. research, out today, is also conducted by PwC.

Retail and financial services firms led online ad spending on both sides of the pond; however, IAB U.K. also cited CPG, entertainment/media, and travel among the biggest categories. In the U.S., telecom, auto, and tech advertisers also had a strong showing.

Display ad expenditures in the U.K. increased 18.5 percent, reaching $789 million (£510 million). "A combination of direct response and an increased number of social media and brand campaigns delivered this growth," noted IAB U.K. in a post to its website. Still, the U.S. experienced more growth: display spending rose 27 percent in the U.S. this first half. Both IAB arms count digital video, banner ads, rich media, and sponsorships in the display number.

Search spending also had a bigger surge in the U.S. compared to the U.K. Paid search spending was up around 13 percent in the U.K. in the first half, but grew about 27 percent in that period in the U.S., double the 2010 rate of 11.6 percent.

In all, online spending hit $3.5 billion (£2.26 billion) in the U.K. Not only is the U.S. online ad industry more mature in some ways, the two markets are significantly different in size; U.S. first half Internet ad revenues totaled $14.9 billion.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...