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IAB: Record internet advertising spend in 2011
Marketing News |
Internet advertising revenues reached record levels last year, a new report has indicated.
Research compiled by the Interactive Advertising Bureau (IAB) suggests that market turnover reached an all-time high of £19.2 billion in 2011.
This represents a 22 per cent increase on the previous year, pointing to a marked shift in advertising trends as more businesses and consumers become active online.
2010 itself had been a record breaking year with revenues of £16.1 billion reported by the IAB, but 2011 saw continued growth in online marketing.
The fourth quarter of the year, which saw £5.6 billion spent on internet marketing, represented the best-ever three-month period.
Spending was by 15 per cent on the July to October 2011 quarter, and 20 per cent on October to December 2010.
The fastest growth area was mobile advertising, which saw triple-digit growth year-over-year up 149 per cent.
Digital video, a component of display-related advertising, saw a significant uptick of 29 per cent, while search revenues rose by 27 per cent.
Retail advertisers continued to represent the largest category of internet ad spending, accounting for 22 per cent in 2011, up from a 21 per cent share in 2010.
Randall Rothenberg, president and chief executive at the IAB, said the industry had witnessed a "historic moment".
The figures are indicative of an increased awareness from advertisers that they need to reach consumers where they are spending their time, he stated.
This means embracing digital media, Mr Rothenberg noted.
He said the interactive advertising industry has confirmed its central place in media.
"Across search, display, digital video, digital provides a wealth of opportunity for brands and consumers," the IAB expert added.
"With the proliferation of smartphones and tablets, it is likely that the tremendous growth in mobile will continue as these screens become even more crucial to the marketing mix."
Posted by John Lynes
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