"UK advertisers spent a record £8.61bn on digital advertising last year, with ad spend on mobile devices driving the majority of this growth, plus ownership of connected TVs also influencing spending patterns, according to a report published today (14 April) by the IAB. The figures were revealed in the latest Internet Advertising Bureau UK Digital ad spend report, conducted by PwC, revealing a 16. 4 per cent year-on-year rise in spend - the highest rate since 2008 (17.1 per cent)."
"Smartphones are the most popular internet device (2.1 per household) followed by laptops (1.6) and tablets (1.4), according to the annual study. Mobile accounted for the vast majority of growth, accounting for a 78 per cent rise year-on-year, of digital ad spend growth, increasing 60.3 per cent during the period to hit £2.63bn - up to 30.5 per cent of all digital advertising."
Total UK digital ad spend reached £8.61bn in 2015, a 16.4 per cent year-on-year increase, the highest rate since 2008. Mobile devices drove most of the growth, with mobile ad spend rising 60.3 per cent to £2.63bn and accounting for 78 per cent of digital ad spend growth and 30.5 per cent of all digital advertising. Display ad spend grew 24.5 per cent to £3.03bn, with programmatic trading rising from 47 per cent to 60 per cent (£1.6bn). Direct sales now represent 37 per cent of display and ad networks 4 per cent. Paid search totalled £4.36bn, up 15.3 per cent, and classifieds reached £1.11bn, up 5.2 per cent (13 per cent share). Connected TV ownership rose 27 per cent; smartphones 21 per cent; laptops 18 per cent; tablets 16 per cent.
Read at The Drum
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