Which of the big brands have been making the most digital ad spend this year?
- by admin
Advertisers have long used digital ads to drive the sales of products and services.
But digital advertising has seen a steady increase in usage across all industries, according to research firm Kantar Worldpanel.
Digital ad spending in the US, for example, rose 9% in 2016 to reach $11.3 billion.
However, the digital ads in Europe have grown over the last five years, growing by 15%.
This year, digital advertising accounts for just under $7 billion in the UK.
“The UK is the biggest digital market globally, with more than 20 million active users in the last two years,” says David Gough, director of marketing and sales at advertising agency DMC.
“So it’s a key player in the global digital advertising market, even if we’re not the biggest market.”
This year has been particularly busy for the UK digital ad market.
Digital advertising in the European Union (EU) grew from $4.9 billion in 2016, to $10.2 billion last year.
Advertiser interest in digital ads has been rising, with the UK accounting for almost a quarter of all digital ad spending globally, according the AdMob report.
The US also saw an increase in digital advertising activity last year, up nearly 5% to $7.5 billion.
“We are seeing an increase [in digital ad activity] across the board, particularly in Europe,” says Michael Phelan, chief executive of AdPulse.
“I think there is a lot of pent-up demand from advertisers and businesses to get in front of this digital advertising.”
AdPilot UK reports that UK-based digital advertisers have increased spending by almost $1 billion on digital ad in the past year.
It’s the first year that digital advertising in England and Wales has grown as a share of total spending.
“Digital advertising is very competitive with traditional media, and this is just going to keep growing,” says Phelin.
“Advertisers are using the opportunity to take advantage of the wider opportunity to reach the market.”
In the UK, digital ad consumption has grown in recent years, according a report by Digital Advertising Alliance (DA), which represents a range of ad services across the ad industry.
In the year ending March 2018, digital digital advertising consumed about 8.1% of total ad spending.
This was up from 7.3% in 2018.
“In 2017, digital was still more of a niche market,” says DAA chief executive Chris Dymock.
“It’s grown substantially and we’ve seen a lot more brands, and a lot fewer players in the space.”
Digital ad spend has also risen significantly in China.
The digital ad share in China grew by 2.3 percentage points to 26.3%.
This was higher than the US share of 18.3%, which grew by 1.2 percentage points.
DDA chief executive Mark Smith says digital advertising is increasingly an important market for advertisers, as Chinese consumers increasingly use digital platforms such as mobile devices and the internet to find and share content.
The UK is now a leader in this industry, with a strong digital ad presence across the UK market.
“As digital advertising continues to grow, the UK is becoming the leader in the digital advertising space,” says Smith.
“While other countries have grown their share, the growth in the United Kingdom has been driven by the UK.”
Advertisors in the EU have been increasingly using digital advertising to drive digital ad campaigns, particularly for mobile devices.
Digital ads have become the preferred way of advertising to reach UK consumers, with DDA reporting that mobile advertising is up 18% in the first nine months of 2018, up from 6.2% in 2017.
This year’s UK-wide advertising spend has been more than double the UK spend in 2017, with UK ad spend up 7.4% to £4.3 trillion.
“This year is shaping up to be a year of digital advertising, with digital ads on the rise, particularly on mobile devices,” says Matthew Walker, director at digital advertising company L&M.
“There is clearly a strong market for the digital ad space and advertisers are taking advantage of this to drive their campaigns.”
Advertisers have long used digital ads to drive the sales of products and services.But digital advertising has seen a steady…