The IAB, in conjunction with Pricewaterhouse Coopers, today announced their annual adspend study; they announced a £4.87bn turn over for the advertising industry, that’s 14.4% year on year growth and is the biggest rise in spend since 2007.
This is great news for us as we’re in the industry, but what does it mean for advertisers and what can we learn from the research? Well, there are several driving factors behind this increase; firstly there’s been a huge rise in mobile and tablet advertising which has grown 157% since 2010. Secondly, video has doubled to £109million which can be attributed to the success and popularity of sites such as channel four’s 4oD service and the ITV Player. The final area of influence is social media where there has been a 75% increase in social media banners and embedded adverts.
It’s great to see that the online industry is evolving, keeping pace with changing technology and consumer behaviour. Here’s a breakdown of what we found the most interesting:
- The online advertising industry turned over £4.8billion in 2011, an increase of 14.4% yoy
- Banners and social media banners now take 73% of the display market
- In fact, social media banners and embedded ads have seen a 75% yoy growth
- Online video has doubled to £109m in 2011
- Video and social media has in fact grown eight fold since 2008
- The finance vertical makes up 15% of the online advertising market but consumer goods are rising rapidly and now boast a 14.8% share
- 2011 has seen the largest increase to date in brand based online display advertising with £257m being invested
- CPC, CPL, CPE and CPA models have decreased in popularity with an increase in CPM and fixed fees