Market evaluation for UK online advertising
Digital Insight Report - April 2008
The switch to online advertising has not slowed down in Europe’s largest digital media market. Online ad budgets continued to grow around 40% year-on-year, with the internet overtaking press classifieds for the first time and on course to overtake television in 2009. The sector now accounts for almost 16% of advertising spend and has risen by £2bn in three years. Half of this spend still goes into search engine advertising, but the breadth of brand building formats has broadened, and the arrival of video is triggering a new wave of growth. This Digital Insight Report draws upon data from the census of media owners managed by PricewaterhouseCoopers for the IAB, and provides our commentary on the market, both today and over the next three years.
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Comments (2)
In this regular six monthly comment about the nature of the UK market, we share perspectives about what is driving online adspend and media substitution. Use the space below to share your perspectives: is the growth experience different in your sector? Are the patterns of substitution different? What do you feel will happen next? If you're reading this page, then I'd really like to know your views...
Posted by Analyst - Danny Meadows-Klue | April 11, 2008 4:58 PM
Posted on April 11, 2008 16:58
Need perspectives on other markets?
Thinking about the issues all this raises, here are a few comparisons about market growth and online adspend. They’re from articles or papers where I’ve tried to contextualise what is really happening (most recent first)…
US boom just keeps on coming
http://www.digitalstrategyconsulting.com/articles/2007/10/us_online_adspend_new_records.html
UK spend shows the transition between media
http://www.digitalstrategyconsulting.com/insight/2007/10/uk_digital_advertising_market.html
Mexico starts late but accelerates fast
http://www.digitalstrategyconsulting.com/articles/2007/07/mexico_hits_the_internet_tippi.html
Switzerland lags behind where it could be:
http://www.digitalstrategyconsulting.com/articles/2007/09/sizing_the_gap_swiss_marketers.html
Central & Eastern Europe rising quickly
http://www.digitalstrategyconsulting.com/insight/2007/05/digital_central_and_eastern.html
Spanish internet use and spend starts to accelerate
http://www.digitalstrategyconsulting.com/insight/2007/04/spain_understanding_the_online.html
Denmark: always out in front
http://www.digitalstrategyconsulting.com/articles/2005/01/danish_awards_put_internet_in.html
Some horridly wrong predictions in 2005 about where the market might be heading
http://www.digitalstrategyconsulting.com/insight/2005/04/digital_advertising_futures_th.html
The first attempt to track European online adspend for 2005
http://www.digitalstrategyconsulting.com/insight/2006/02/digital_europe_tracking_the.html
Online newspapers up, print ads sliding further: larger slice of a smaller pie
http://meadows-klue.blogs.com/meadowsklue_on_media/2008/03/online-newspape.html#more
Newspaper ad market - from bad to worse
http://meadows-klue.blogs.com/meadowsklue_on_media/2008/03/newspaper-ad-ma.html
Google's UK revenues top $2.5bn http://meadows-klue.blogs.com/meadowsklue_on_media/2008/02/google-revenues.html
Posted by Analyst - Danny Meadows-Klue | April 14, 2008 1:15 PM
Posted on April 14, 2008 13:15