U.K. Online Ad Spend Edges Out Radio
The IAB U.K. updates its numbers and finds interactive beating out radio after all.
The IAB U.K. updates its numbers and finds interactive beating out radio after all.
Online advertising spending grabbed more market share than radio in the United Kingdom for the first time in 2004, according to the Interactive Advertising Bureau UK (IAB UK) and PricewaterhouseCoopers (PwC). The figures represent an update from preliminary research released by the World Advertising Research Center (WARC) late last month.
Overall, marketers spent $1.2 billion (£653.3 million) on online ads, an increase of 60 percent from 2003. That spending level pushed online to represent 3.9 percent of the market, as compared with radio’s 3.8 percent.
“Radio and the Internet, at the moment, are about neck and neck,” said Guy Phillipson, CEO of the IAB UK. “Radio is flattening out somewhat, and, with the Internet, more and more people are going online. That’s the currency that the market is actually looking at, I think.”
The second half of 2004 saw the greatest growth since the IAB UK began tracking spending, with marketers spending £95 million more in Q3 and Q4 than they did in the first half of the year. All together, they spent $701 million (£373.8 million) in the second half of 2004.
Phillipson credited factors such as more time spent online and the growth of broadband for the leap.
“The marketers are following their audiences,” he said. “Their audiences are shifting online, perhaps spending less time on television and more time on broadband.”
The IAB UK measures spending on all online advertising, including display, rich media, paid search, sponsorships, and classifieds. The organization plans to release figures breaking spending down by category and format within the next few weeks.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article