{"id":112572,"date":"2014-10-10T17:38:00","date_gmt":"2014-10-10T22:38:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/uk-digital-ad-spend-skyrocketing-2014\/"},"modified":"2024-12-21T05:53:37","modified_gmt":"2024-12-21T10:53:37","slug":"uk-digital-ad-spend-skyrocketing-2014","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/uk-digital-ad-spend-skyrocketing-2014\/","title":{"rendered":"UK Digital Ad Spend Skyrocketing in 2014"},"content":{"rendered":"

The IAB have recently released their 6 monthly digital ad spend figures<\/a> for the first half of 2014. Last year the industry predicted that the half-year digital paid media spend figure in 2014 would come close to the \u00a33.5 billion mark. It has officially been recorded as \u00a33.462 billion (a 16.6% like for like annual increase). That means we\u2019re now verging on \u00a37 billion by the end of 2014, a far cry from the digital ad spend of \u00a3825 million per year in 2004, when the industry started measuring.<\/p>\n

The largest areas of growth were in video advertising; it grew by 59% to \u00a3202 million in the 1st<\/sup> 6 months. \u00a0It comes as no surprise that the fastest growing advertising sector is mobile video advertising, which grew 196% and created billings of \u00a363.9 million in the past 6 months.\u00a0 Closely related to this trend is our growing love of watching \u2018catching up TV\u2019. The age of watching TV when we want, not because it is on, is completely disrupting the traditional ad industry; consequently 20% of all internet and display ads are targeted toward video content. \u00a0This figure will continue to grow for the foreseeable future.<\/p>\n

More than 76% of us Brits now have smart phones, which helps explain the 68% growth of mobile advertising, from \u00a3429.2 million to \u00a3707.1 million in the first half of 2014. Mobile advertising now accounts for 20% of all digital advertising spend \u2013 that\u2019s up from 14% in the first half of 2013. Unfortunately this does not reflect the number of mobile friendly websites owned by big brands and institutions. \u00a0There is still a lot of catching up to do, the result being there will be a growing divide between those brands that are keeping up with demand of users and those lacking in investment, strategy or know how.<\/p>\n

The sectors that have embraced mobile display advertising more than everyone else are Consumer Goods, allocating 23% of all the spend on this channel. Next up was Entertainment (21%) followed by Technology advertisers (12%); this was probably Programmatic Advertising and Big Data vendors!<\/p>\n

A wider range of sectors use display advertising. Again, Consumer Goods are the largest spenders taking credit for 16% of the advertising spend. Travel and Transport was the 2nd<\/sup> largest vertical sector using digital display advertising (15%) and Finance (13%) was the 3rd<\/sup> largest industry.<\/p>\n

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