Time to get ahead in advertising

12th April 2013

The internet is big and advertising on it seems to keep getting bigger.

New figures from the Internet Advertising Board (IAB), show that digital ad spend grew by 12.5% last year to a whopping £5.42 billion.

Digital and internet advertising is a pretty spectacular success story. In 2002 the total spend was £200 million. A decade later it has mushroomed and all the signs are that it will continue. Much of the growth likely to be driven by the increase in mobile and smartphone-friendly ads.

The consumer goods (FMCG) sector joins the finance sector as the biggest spender on digital display advertising – both accounting for almost 16% of display ad spend in the first half of 2012.

FMCG’s share has almost doubled in the last three years – from 9% in the first half of 2009 – as marketers realise digital’s power in delivering brand awareness, particularly as part of ad campaigns involving other media such as TV and print.

The top five display sectors between January and June 2012 were completed by entertainment & media (13%), retail (11%) and travel & transport (10%).

Anna Bartz, Senior Manager at PwC, who compiled the report, said: “For the first time since we started measuring digital ad spend, consumer goods (FMCG) advertisers have joined the long-time leader, financial services at the top of the spending charts.

“Interestingly, spend by FMCG advertisers increased across all digital channels, reflecting advertisers’ recognition of online and mobile as brand building platforms.”

For the full report, please visit IAB.uk.net