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. Get in touch regards the latest advertising figures covering Digital Marketing or visit our Marketing Recruitment Agency page.
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
Windows IT Support Engineer
City of London, London
This is an excellent opportunity for an IT Systems Administrator to take an exciting position working for a well-esta...
Senior HR Advisor / HR Business Partn...
Up to £42000 per annum
A highly reputable global media company are currently seeking a personable, positive and driven Senior HR Adviser / H...
Data Governance Lead
Manchester, Greater Manchester
Based out of their Manchester site and reporting into the Head of Data & Analytics, this is an excellent opportunity ...
Data Governance Lead
Birmingham, West Midlands
Based out of their West Bromwich (Birmingham, West Midlands) site and reporting into the Head of Data & Analytics, th...
Project Co-Ordinator (German speaking...
£26000 - £28000 per annum
Project Co-Ordinator - West London, Chiswick. A well-established and successful business is looking for a German spea...
Accounts Payable Clerk - Luton - £25,000
£20000 - £25000 per annum
Accounts Payable Clerk - Luton. A well established, highly successful business based in Luton is looking for an exper...
How can you ensure cohesive communication with a team of remote workers?
Remote working is becoming increasingly adopted by organisations across the globe - whether that takes the form of an...
Can HR tech ease workplace conflict?
Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...
What to prioritise in your employee experience
The candidate experience has long been valued by employers looking to attract fresh talent. Now, however, companies a...
From communication to drive: The importance of soft skills
Soft skills are often difficult to quantify, yet they can become an absolute necessity for your business to reach its...
Only one in three workers say their employers offer training
Just one-third of workers report that their employer offers regular training opportunities, a new poll by the Trades ...
How can you encourage an inclusive work environment?
Inclusivity in the workplace is an ideal most astute businesses strive for. Making employees feel comfortable and val...