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BizReport : Advertising : April 03, 2012


UK 2011 online ad spend nudges $8 billion

New figures released today by the Internet Advertising Bureau reveal a huge jump in online ad spend in the UK in 2011, the highest growth in five years.

by Helen Leggatt

iab_logo.gifOnline ad spend in the UK rose by 14.4% to $7.6 billion in 2011, despite the economy being out of shape. That's up $1.1 billion year-on-year, according to the IAB's latest ad expenditure report, conducted by PwC.

"Internet ad spend's 14.4% growth is exceptional when compared to an estimated advertising growth of less than 2% across all media in 2011," commented Anna Bartz, strategy manager at PwC.

Another milestone was reached in 2011 as online display advertising topped the one billion British Pounds ($1.6 billion) mark for the first time. Previous research from the IAB found that size matters when it comes to display ads. Billboard display formats offer 9x better ad awareness levels compared to traditional formats while the wallpaper format provides 7x the level of message association, compared to traditional formats.

Other online ad findings from the IAB's latest report include:

- Online video ad spend doubled year-on-year to $175 million;

- In 2011, banner ads on social media increased by 75% to $385 million, an eight-fold increase since 2008;

- 40% of marketers plan to use online video to increase brand awareness in next 12 months;

- Advertising on mobile devices rose by 157% in 2011, to a new high of $325 million.

"Online and mobile advertising have experienced staggering growth since this study began in 1997," said Tim Elkington, director of research and strategy at the IAB. "The 2011 results are full of breakthroughs for digital; with online display passing the £1billion barrier for the first time, proving that advertisers increasingly recognize the central role that online plays in their marketing campaigns."






Tags: ad spend, display advertising, industry trends, mobile advertising, online advertising, video advertising








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