Click Fraud Protection

Connecting...

IAB: Lead generation generates £165bn consumer spend

News | Lead generation | marketing | PwC

W1siziisijiwmtcvmdqvmjcvmtivndcvmjivodazl2nvbnn1bwvylxnwzw5kaw5nlmpwzyjdlfsiccisinrodw1iiiwimtawmhg0mdajil1d

Lead generation generates around £16.5 billion in consumer spend, a new study has indicated.

Research from the Internet Advertising Bureau (IAB) found that advertisers spent £1.1 billion on online performance marketing (OPM) in 2014, marking a 14 per cent rise when compared to 2013. 

British businesses spent £1.1 billion on online performance marketing (OPM) activities, representing an eight per cent increase from 2013 and equating to a return of £15 for every £1 invested. 

Throughout OPM websites, advertisers just pay a publisher for an ad if it leads to someone completing an action, ranging from purchases to submissions of contact details. 

In 2014, consumers made 125 million purchases through affiliate websites, reaching £15.4 billion. As well as this, £1.1 billion in sales was generated from the 30 million contact forms put in by customers. 

Dan Bunyan, Senior Manager at PwC, said: “The fact that consumer spend is growing at nearly twice the rate of advertiser spend, indicates the OPM market is maturing and brands are becoming more efficient in how they drive consumer spending.

“OPM has grown to a near-£17 billion industry due to the fact that all parties continue to benefit. Advertisers get new customers extremely cost-effectively, consumers save money and get access to free online content, whilst the publisher in the middle gets revenue through referral fees.”

In particular, OPM spend on mobile and tablets rose by 72 per cent, while the share of OPM spend allocated to the devices jumped from 11 per cent to 17 per cent. 

The study found that the finance sector spends the most money on OPM, thanks to the use of price comparison sites, while retail (21 per cent) and travel and leisure (19 per cent) are also popular.


Posted by Jon Aspinell on 29th April 2015

SHARE

RECENT CONTENT
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Product and Solutions Consultant

Birmingham

£45,000

Product and Solutions Consultant - Birmingham (and home based) - up to £45,000 plus bonus and benefits (beaconing tec...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmjavmjcvmtyvahixlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

HR Administrator

Bury

£12

We have been engaged by a well-established charity in their search for an experienced HR Administrator/Recruitment Co...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

IT Support Engineer

Surrey

£28,000

A growing medium-sized business is looking for a proactive IT Support Engineer to join its small IT team based in the...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Graduate Marketing Assistant

Twickenham

£21,000

A rare opportunity has arisen in a unique global professional marketing business with offices in Twickenham, West Lon...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Digital Marketing Manager (B2C)

London Bridge

£70,000

The Ashdown Group has been engaged by an international retailer, well-established, with an excellent reputation, to a...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

ASP.Net Developer (MVC, C#, eCommerce)

London Bridge

£60,000

An excellent new opportunity has arisen within a successful technology business, who are looking for a .Net Developer...

READ MORE
W1siziisijiwmtcvmdkvmtgvmtyvmdgvndqvmjg5l0v4zwn1dgl2ztmtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Insight

Is faster better?

‘Hire slow, fire fast’ - it’s an old business adage that continues to hold traction today. But in today’s hiring envi...

READ STORY

W1siziisijiwmtcvmdkvmtqvmdgvndkvmdmvntiwl0xpz2h0cy1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Unemployment falls to 4.3 per cent

Unemployment in the UK fell to 4.3 per cent between February to April 2017 and May to July 2017, the lowest since 197...

READ STORY

W1siziisijiwmtcvmdkvmtivmdcvntgvmjuvntkyl01hcmtldgluzy1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

Keeping candidates engaged during the recruitment process

The relationship between a hiring team and a candidate can be a highly fruitful one, if it has been cultivated proper...

READ STORY

W1siziisijiwmtcvmdgvmzevmdgvmtivmtgvnjmyl21pbmr0agvnyxatbwlulnbuzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
News

UK companies to publish pay ratios between CEOs and workers

Companies publicly listed in the UK are going to be expected to make public how much their chief executives are paid,...

READ STORY

W1siziisijiwmtcvmdgvmzevmdgvmdkvmjgvmzkxl2hpcmluzy1taw4gkdeplnbuzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Advice

Are internal candidates a safer bet than external candidates?

When you need to recruit for a vacancy in your firm, you’re faced with two choices: hiring externally or promoting in...

READ STORY

W1siziisijiwmtcvmdgvmjkvmdkvmtivndevnzgzl1nob2vzlw1pbi5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

Does it pay to recruit with diversity in mind?

Is diversity a significant aspect of your recruitment strategy? If not, you may be hindering your company’s future pr...

READ STORY