Manchester

13

Oct

2010

IAB study highlights online ad spending increases

Written by October Newsletter

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IAB study highlights online ad spending increases

A new report published by the Internet Advertising Bureau (IAB) has looked at the UK online spend on advertising during first half of 2010 - revealing an overall year-on-year increase of 10 per cent. It was noted the total UK online ad spend for the first half of the year reached £1,968.6 million, with the research highlighting online video as one area that has played a big part in this growth.

Across the main categories, web-based spending on classified ads was up by 11.4 per cent, while investment in search advertising increased by 8.9 per cent on the previous year. Display witnessed a rise of 6.4 per cent, while the amount of money being put into pre and post roll video advertising was noted for being up by an incredible 82 per cent.

MEC Opinion: It's no real surprise we've seen these rises. Accountable media (like online) can always prove its worth and these figures highlight how important it is to stay up to date with emerging platforms and new developments. It's no longer enough to settle for outdated options when there may be smarter, more efficient channels available.

We can expect these trends to continue alongside a greater take-up in things like ad exchanges, DSP's, real-time bidding and dynamic banners. The impact these are already having on the online advertising ecosystem could lead to more clients migrating from older buying methods - leaving less forward-thinking agencies at a serious disadvantage.