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

Junior Information Security Analyst

City of London, London

£30000 - £35000 per annum + bonus and benefits

Junior Information Security Analyst - Bank, London A highly successful, global financial services business based in t...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Head of Marketing

London

£75,000

A highly successful, international organisation specialising in market intelligence, information and events is lookin...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Software Developer (C#.Net)

South West London

£70,000

A market leading software company boasting some of the world's leading technology companies as customers is looking t...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Lead Systems Engineer

Woking

£85,000

A leading international business with a key office near Woking is seeking to add a very experienced Lead Systems Engi...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndcvntgvmjy1l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznelv2turrdk5etxhmm2rwy21vdwfulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Senior Support Engineer

Twickenham

£30,000

A well-established IT company in the Twickenham area, whose core business is IT network infrastructure and desktop su...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmjavmjcvmtyvahixlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Payroll / HR Administrator

London

N/A

The Ashdown Group has been approached by a prestigious London attraction to assist them in their search for a Payroll...

READ MORE
W1siziisijiwmtcvmdcvmtqvmdkvntyvmtevnjm5l1dvcmsgagfyzgvymi1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

What to look for in the perfect application

There are few things more detrimental to a company than making the wrong hire for a critical role. A recent study by ...

READ STORY

W1siziisijiwmtcvmdcvmtavmtavndmvnduvnju2l1vudgl0bgvkms1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

How can you make your workplace more attractive to top talent?

Businesses are facing a challenge in trying to attract top talent to their workforces in the current economic climate...

READ STORY

W1siziisijiwmtcvmdcvmdqvmdcvntyvndkvmty1l0hpcmluzy1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Skills gap ‘costing UK businesses £2 billion a year’

The skills gap is costing UK businesses more than £2 billion a year in higher salaries, temporary staff and recruitme...

READ STORY

W1siziisijiwmtcvmdyvmjkvmtevmdmvntuvnjk4l1dob29wcy5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
News

UK businesses ‘making bad hires in two-fifths of roles’

UK businesses are failing to hire the right person for two out of every five vacancies, a new report from the Recruit...

READ STORY

W1siziisijiwmtcvmdyvmjkvmdgvmzkvmtgvmtqxl0nvbgxhyi1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

Should you be using social media in your recruitment strategy?

It has evolved into a particularly useful tool for companies looking to attract younger, tech-savvy candidates. Howev...

READ STORY

W1siziisijiwmtcvmdyvmjivmdkvmzmvmtuvodc3l1f1zwvucybtcgvly2gtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
News

Business responds to Queen’s Speech

This year’s Queen’s Speech follows a tumultuous period in British politics, with Article 50 being triggered and a sna...

READ STORY