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BizReport : Advertising archives : March 07, 2016

UK: Online publishing revenues boosted by mobile, video

The single largest source of revenue for the UK's publishing industry is display advertising, according to the UK's Association of Online Publishers and Deloitte's Digital Publishers Revenue Index.

by Helen Leggatt

Nearly half (46%) of the overall revenue of £416.2 million was attributed to display advertising last year, according to the latest Index. Total digital revenue grew 5.2% during the year.

While display advertising remains the most significant source of ad earnings, despite ad viewability dropping 5% across Europe in the final quarter of 2015, it is video and mobile that boosting revenue. Online video increased revenue by 27% in 2015 and mobile 11%.

For the first time, mobile advertising revenue has surpassed the £50m mark, representing 10.2% of total revenue, up from 9.6% in 2014. This is largely attributed to a 43% increase in smartphone display advertising. Despite the emergence of mobile ad blockers "mobile device revenues demonstrated double-digit growth each month throughout 2015" says Deloitte media partner Howard Davies, "a clear indication that the UK's online publishers are adjusting their business models in order to develop mobile-optimized content".

The report also highlights a sharp rise in sponsorship revenue demonstrating publishers' "desire to introduce more dynamic and meaningful formats, in response to advertisers demands" says Richard Reeves, managing director, Association of Online Publishers.

Image via Shutterstock

Tags: advertising, mobile, online publishing, research, U.K.

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