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Online advertising growth hits 28% in 2011
Marketing News |
02/05/2012
Online marketing claimed an increased share of UK adspend during 2011, it has been reported.
Latest figures from the Internet Advertising Bureau UK (IAB) and Warc reveal that online accounted for 28 per cent of all advertising expenditure last year.
This represented an absolute increase of 16.8 per cent in 2011, and a like-for-like increase of 14.4 per cent.
The IAB reported that UK advertising spend grew 2.7 per cent overall to reach a value of £16.99 billion in 2011.
Online advertising accounted for the majority of this boost in adspend, the organisation stated.
Other channels that saw an increase in adspend last year were TV, which rose by 2.3 per cent, and radio with a 1.9 per cent growth.
Direct marketing saw a one percentage point increase in spending while outdoor increased by 0.7 per cent.
However, declines were witnessed in directories (-3.6 per cent), cinema (-5.5 per cent), press display (-5.9 per cent) and press classified.
Tim Elkington, director of research and strategy for the IAB, said advertisers now place a high value on digital media.
This is illustrated by the "strong growth" witnessed in online advertising during 2011, he stated.
Mr Elkington said online advertising is expanding, "whether it's using paid for search to deliver site traffic or online sales or the new, growing areas of mobile, social and video to engage with people online as never before”.
Posted by John Lynes
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