January 21, 2019
According to a report by the IAB UK and PwC about digital ad spending in the UK in the first half of 2018 (a preliminary report before the release of annual data), search advertising accounted for 52% of all digital ads, with an amount around £3.3 billion. Total spending increased by 15% year-on-year to £6.36 billion. Search advertising showed the same rate of growth. Non-video display spending rose 9% compared to last year, ...up to £1.33 billion. Video display was next by amount spent, at £967 million, but was the fastest-growing, soaring by 40%. Classified ads occupied £726 million, close to the same as last year. ‘Other’ ads also remained at £41 million. Some facts demonstrate the growing influence of Amazon on digital ad spending. Globally, Amazon reported $2.2 billion in ad revenue in Q2, much less then Google, but much more than other competitors. Prime service, used by a third of all UK shoppers of Amazon, is very attractive for sellers and advertisers. The 15% increase in common ad spending correlates with smartphone penetration: mobile devices accounted for 75% of all UK adults’ time online.