Smartphone accounts for more than half of digital 广告支出

2019年4月24日, 伦敦:IAB英国, the trade association for digital advertising, has today announced the results of the latest IAB英国 and PwC Digital Adspend study, which reveals UK advertisers spent £13.44 billion on digital advertising in 2018.

The total 广告支出 figure is a 15 percent year-on-year increase and demonstrates 继续 confidence in the power of digital advertising.

For the first time ever, 广告支出 on smartphones has exceeded desktop accounting for 51 percent of the total spend, up from 45 percent in 2017. This is a year-on-year increase of £1.650亿年.

These latest figures show that advertising spend now better reflects consumer behaviour, with recent UKOM audience data showing that people spend two thirds of their online time on smartphone.

除了移动, an additional driver of growth continues to be video, which accounts for 44 percent of the total display market. For the second year running, outstream (which includes social in-feed video) has exceeded pre-roll video, accounting for 57 percent of all video advertising.

The results are bolstered by new YouGov research commissioned by IAB英国 showing that nearly two thirds of marketing decision makers agree that online video assets should be made bespoke for the platform or device they are shown on. 此外, the research confirms that more than half of marketers use online advertising for longer-term brand building, not just short term sales activation.

除了, the figures show that companies fully certified for the IAB英国 dsn彩乐园网址 outperformed the total display market, seeing a 30 percent year-on-year increase in 广告支出 revenue versus 22 percent overall.

Commenting on the results, 蒂姆Elkington, Chief Digital Officer, IAB英国, said: “看到ing mobile now account for over half of all digital 广告支出 is a significant milestone. In a decade of reporting these figures separately, we’ve seen spend rise from £38m in 2009 to a staggering £6.2018年880亿美元.”

Jon新, 首席执行官, IAB英国, 继续, “alongside increased investment from leading advertisers, digital advertising remains an accessible route to market for SMEs. We continue to see evidence of online advertising being used for brand-building, especially by the growing market of direct to consumer (DTC) brands.”

The full IAB英国 PwC Adspend study includes further splits of the data, including the growth in native formats, trends across devices for social media and search spend, and the drop in the spend on intrusive formats. The report can be downloaded by members for free from the IAB英国 website.

看到 完整的研究.