Digital Intelligence

Clients and agencies believe that mobile advertising will become a mainstay of UK marketing plans over the next two years, but there is a current disconnect between usage and understanding of the medium, according to new research by the IAB. The IAB’s Mobile Council surveyed 115 agencies, media planners, creatives and advertisers to uncover the state of the mobile market, their level of understanding, perceived barriers to entry and how to plan best for the future.
The research found usage within agencies is split down the middle, with 50% having used mobile, and the remainder having no experience in mobile advertising at all. However, while mobile advertising accounts for a small proportion of overall digital spend, many (62%) foresee that it will grow over the next two years and will become a standard part of budgets in 2010.

28/10/2008  |  Full story...

The IAB has officially widened its remit to serve the mobile advertising industry, partnering with the ‘Big 5’ UK mobile network operators in the process. As of September 2008, the five UK networks - 3, O2, Orange, T-Mobile and Vodafone UK have formed a Mobile Steering Group (MSG) to oversee and advise on the trade body’s strategy to educate the advertisers and agencies about the benefits of mobile advertising. The IAB will now build upon the work they have already done in the mobile arena to formally extend their offering with a series of initiatives.

24/09/2008  |  Full story...

Online adspend in the UK grew 38% last year to reach £2.813bn - an annual increase of £797m. The figures, from the latest PricewaterhouseCoopers/IAB study, saw online spend break £750m in a single quarter. Search advertising grew £345m to reach £1.6bn (57.6% of the total), display advertising rose 31% to 592m, while classified advertising was up 54% reaching £585.3m. The study confirms the UK's position as the largest online advertising market in Europe with over 15% of all British advertising now online.
IAB UK: http://www.iabuk.net, 07/04/2008

Read Digital's commentary and analysis of the latest IAB UK / PricewaterhouseCoopers market study »

07/04/2008  |  Full story...

The latest numbers for the US from PricewaterhouseCoopers (PwC) and the IAB confirm that 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 (£2.46bn) mark in a single quarter.
US Internet advertising revenues for the first six months of 2007 were nearly $10bn (£4.92), setting yet another new record and were almost 27% up on the first half of 2006. Spend reached nearly $5.1bn (£2.50bn) in the second quarter of 2007.
The growth was propelled not just by search engines (which increased their share of online adspend to 41%) but also by the wider consumer advertising sector. Classifieds continued to swell, but they did lose share within online to the Rich Media and Video formats which now account for 8% of all online advertising.
Read more analysis of these figures: http://www.digitalstrategyconsulting.com.

IAB US: http://www.iab.net, 05/10/2007

05/10/2007

This month the Digital team headed to the US where more than €1bn a month is being spent in online advertising.

It's the MIXX awards that are championing the best in online advertising worldwide - a real celebration of what the web can do, and as part of the week we're also helping bring the Interactive Advertising Bureau network together in their first global forum. A little more than ten years ago a group of frustrated agencies and publishers set out to solve some of the challenges in measurement and standards that faced the industry. The solution we created became a trade association and that trade association became the IAB. Since then, the history of the IAB has mirrored the whole sector's fortunes, but today the network touches more than 25 countries and here at Digital we're helping them with everything from training courses for marketers to advancing best practice in advertising operations.

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