The IAB’s online ad spending figures for the first half of the year are out, and show a gain of 41.3% to a half-year record of £1.33bn.
Online now accounts for just under 15% of the total ad market in the UK and could reach £2.75bn this year, according to the group.
It passed £2bn for the first time last year.
Guy Phillipson, chief executive of the IAB, said:
"The online market is developing at an astounding rate and once again we see exceptional growth and a significant increase in market share. Ninety percent of internet users are on broadband now and nearly 40% are using wireless.
"We’re also seeing women and the over 50s spending far more time online, which makes the internet a very attractive medium to a broader set of advertisers.”
Other stats from the research, conducted by PwC and the World Markets Research Centre, show:
- Online ad spending is now higher than direct mail expenditure, which the IAB says has a market share of 11.8%.
- The total ad market grew 3.1% in the six months to £9.1bn, but would have fallen if it weren’t for online’s contribution.
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Classified advertising online was the star performer - it increased by 72% to £277.7m and now accounts for over a fifth of the internet ad market.
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Display advertising grew 33% to £287m.
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Paid search was up 44% to £762.3m - 57.1% of total online ad spending.
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Recruitment was still the top category with 24.7% share, followed by automotive, which overtook finance to take second spot with 12.5%. Finance had 11.7%; telecoms had 6.7%; and property had 5.7%.
- Interestingly, the business and industrial category more than doubled to 3.1%.
Related research: 2007 Search Engine Marketing Buyer's Guide
Posted 02 October 2007 10:39am by Richard Maven with 1 comment
Tags: Google, Search, Research
Topics: Online Advertising, Strategy & Planning
Sectors: Automotive, Consumer Goods, Energy & Utilities, Financial Services, Real Estate & Property, Retail
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Graham Charlton
Online Advertising
3:17PM on 27th April 2009
I have with great interest read your blog. Finally meeting someone who in simple sentences can point out the essentials needed to make a good DM campaign. This however cannot stand alone; it must be just a part of the total marketing, integrated in the complex world of profitable online marketing. Today we all talk about being effective, targeted and to get optimal results out of the investments in the Internet Market Place and that is not easy; do not tell your prospects that. I think it is often overlooked that DM campaigns must be sharply targeted shoot with rifles not with pellets hoping to hit something. Many clients are impressed when they are told that a DM campaign with 10.000 pellets can result in a high response but what does it help if 50 % or more are useless and the real conversion rate is only 10 %. Does that give a good ROI, no. Better use the principle target narrowly and make more hits.