Digital advertising spend

Digital Insight reports and summaries

The restructure of local advertising

Implications for local newspapers and radio

Digital Insight Report - April 2009

The restructure of local advertising: Implications for local newspapers and radio

Internet marketing has triggered a restructuring of the advertising ecosystem. One by one each sector of brands have discovered how their marketing budgets could work more efficiently online and switched significant portions to their websites, email and online media. The local advertising sector took longer to be affected, but as these changes have taken place, the media substitution is clear. Under the dual pressures of agile classified pureplay business models and the Google effect, the profitability of local newspapers has collapsed. Local radio shares the additional challenge of online music, competing for audiences. Only local outdoor media seems protected. As the notion of local advertising fundamentally changes, innovation continues. Local businesses have a greater choice of marketing media and tools than ever before. This report examines some of the trends and themes relevant in the local advertising market.

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Profiling the world’s leading digital ad economy

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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US: Digital advertising market commentary

Market growth and evolution

Digital Insight Report - November 2007

US: Digital advertising market commentary: Market growth and evolution

The world’s largest online ad market is still enjoying the largest annual growth in real terms. Spend surged ahead by 25.4%, crossing the $5bn mark in a single quarter. Boosted in particular by massive increases in the supply of media from social networks, and the continued switch of acquisition budgets into search, the wider media sector is hurting as budgets are displaced and advertisers follow their audiences. The big changes are now starting.

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US: Digital advertising market commentary

Market growth and evolution

Digital Insight Report - October 2007

US: Digital advertising market commentary: Market growth and evolution

The world’s largest online ad market is still enjoying the largest annual growth in real terms. Spend surged ahead by 25.4%, crossing the $5bn mark in a single quarter. Boosted in particular by massive increases in the supply of media from social networks, and the continued switch of acquisition budgets into search, the wider media sector is hurting as budgets are displaced and advertisers follow their audiences. The big changes are now starting.

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UK: Digital advertising market commentary

Market growth and evolution

Digital Insight Report - October 2007

UK Digital advertising market commentary: Market growth and evolution

The switch to online continues to accelerate in Europe’s lead digital media market. The internet's share of all advertising swelled to almost 15% in the first half of 2007, with further record-setting leaps in real growth. Boosted in particular by massive increases in the supply of media from social networks, and the continued switch of acquisition budgets into search, the wider media sector is hurting as budgets are displaced and advertisers follow their audiences. The big changes are now starting.

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Digital Central and Eastern Europe

Tracking the growth of online advertising spend

Digital Insight Report - April 2007

Digital Central and Eastern Europe: Tracking the growth of online advertising spend

Central and Eastern Europe's Internet economy grows rapidly, with national online businesses standing shoulder to shoulder with the world's giants. With Internet penetration on the rise and more being spent on online advertising, digital enterprises are set for a new boom - although the pace and scale of these changes vary greatly from country to country. This first edition of the Digital Central and Eastern Europe tracking study draws a picture of the industry today.

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Spain: understanding the online markets

The leap to new channels

Digital Insight Report - April 2007

Spain: understanding the online markets - The leap to new channels

This report examines key trends and developments in the Spanish internet markets to provide an overview of the issues Spanish publishers need to be tackling in order to maximise the potential of their businesses. We explore how online audience behaviour has changed, and how the new Web 2.0 era of publishing been received in Spain. We look at how online advertising spend has grown, and the key themes emerging as the pace of the Spanish industry quickens. Every country in Europe is at a unique point in the development of its internet advertising and publishing industries, but common themes are emerging that make this market's behaviour increasingly easier to predict.

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The search juggernaut continues

Our market update: search engine advertising

Digital Insight Report - August 2006

The search juggernaut continues: Our market update - search engine advertising

The revolution in direct marketing continues as more firms realise the power of search. Search engines account for half the online advertising industry in some countries and they're changing the nature of customer acquisition marketing forever. Now Central and Eastern Europe are heading towards their tipping points in the growth of search, and with the engines continuing to deliver waves of new products and tools, its clear the growth will not slow down.

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Digital Europe: Tracking the growth of online marketing spend

Tracking the growth of online marketing spend

Digital Insight Report - July 2006, edition 8

Digital Europe: Tracking the growth of online marketing spend

Online advertising is changing the nature of marketing. This is happening across the world, but here in Western Europe we're seeing some of the trends that will eventually spread worldwide. The eighth edition of the Digital Europe tracking study provides extended analysis, commentary and deeper insights about how this exciting industry is changing. In our latest podcast feature Richard Eve interviews Danny Meadows-Klue about the study and asks where the industry is today and where it is heading.

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Digital Europe: Tracking the growth of online marketing spend

Tracking the growth of online marketing spend

Digital Insight Report - June 2006, edition 7

Digital Europe: Tracking the growth of online marketing spend

Online advertising is changing the face of marketing across Europe. Since 2000 the web has become established as a mainstream consumer media channel, and across the continent marketing budgets have now followed audiences - although the pace and scale varies greatly between countries. This seventh edition of the Digital Europe tracking study collates fresh research to give a snapshot of where the industry is today.

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Digital Europe: Tracking the growth of online marketing spend

Tracking the growth of online marketing spend

Digital Insight Report - February 2006, edition 6

Digital Europe: Tracking the growth of online marketing spend

Online advertising is changing the face of marketing across Europe. Since 2000 the web has become established as a mainstream consumer media channel, and across the continent marketing budgets have now followed audiences. Today the industry is worth around andeuro;4bn and in several countries accounts for more than 5% or total advertising spend. This Digital Insight Report provides a snapshot of advertising spend and market share across each of the European markets. It is produced in association with IAB Europe.

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Financial services’ online customer acquisition

Banking and insurance marketers’ switch to web

Digital Insight Report - February 2006

Financial services’ online customer acquisition: Banking and insurance marketers’ switch to web

Financial service marketers have become some of the most sophisticated users of internet marketing. They have harnessed search engines for discovery, used their own sites to showcase products and rebuilt the customer journey. In this report we look at the scale of change in financial services marketing and consider the implications for the future.

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Newspapers: hard times, unclear futures

Collated articles on press strategies

Digital Insight Report - January 2006

Newspapers: hard times, unclear futures: Collated articles on press strategies

With digital services challenging the fundamentals of the business model underpinning newspapers, there is no release to the pressure press media face. Google, Craigslist and Ebay have changed the process of classified advertising forever. Web media and RSS feeds have changed the nature of news delivery and its pricing. After a decade of anticipation, paid-for subscriptions are yet to take off, and even the specialist press cannot escape.

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Classifieds reach the crossroads

Tough choices face newspaper executives

Digital Insight Report - December 2005

 Classifieds reach the crossroads: Tough choices face newspaper executives

As recruitment advertising migrates to the web, search engines go head to head with directories and eBay hovers up car listings, it's an anxious time in newspaper boardrooms. Customers - both advertisers and their consumers - are going elsewhere. Classifieds are at a crossroads, and the long established model that made the newspaper industry a cash cow for half a century is entering its twilight years. We examine the threat and lay out the options.

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Digital advertising futures: Three year online advertising spend forecast

Three year online advertising spend forecast

Digital Insight Report - April 2005

 Digital advertising futures: Three year online advertising spend forecast

This report tracks the take-off of online advertising since the mid-nineties and forecasts its rise to become one of the dominant media channels for marketers within the next three years. It predicts online will exceed £2bn in 2007 and quickly consolidate a market share comparable to national newspapers. It outlines some of the key drivers and suggests the role of search will become even greater.

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European internet audiences

Europe overtakes North America and Asia Pacific

Digital Insight Report - September 2002

European internet audiences: Europe overtakes North America and Asia Pacific

As European internet audiences overtake those of North America and Asia Pacific, the centre of gravity for internet companies is moving to Europe. With markets relatively saturated in North America, portals and global online retailers will be shifting their focus for content and customer growth to Western Europe, Scandinavia, and during the next few years, the rapidly accelerating online economies of Central and Eastern Europe. This market summary presents a snapshot of today’s online world and suggests how the markets will change in the near future before China takes over as the country with the largest internet population.

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Acting now for net gains

 

Digital Insight Report - June 2001

Acting now for net gains

The rapid growth of wireless telephony and Internet portals should accelerate newspapers to greater digital heights but as Internet newspaper publishing matures, the new challenge is how to turn newspaper content into action tools for readers.

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