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Market evaluation for UK online advertising

Digital Insight Report - April 2008

Market evaluation for UK online advertising

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)

Analyst - Danny Meadows-Klue:

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

Analyst - Danny Meadows-Klue:

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...

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