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Digital Ad Spend

IPA Bellwether reports UK digital ad budgets rise

The Institute of Practitioners in Advertising’s (IPA) Bellwether reports marketeers have revised their budgets upwards in the first quarter of 2017, the highest level recorded in almost a decade.

Some 26.1 per cent of those companies polled remain positive about 2017/18 budgets, signalling growth for the coming year,  while 11.8 per cent of companies said that marketing budgets would increase during the first quarter of 2017.

32 per cent of those companies polled also reported improvement in the financial pipeline, compared to 19 per cent that predicted things would be worse during the quarter.

The IPA reported marketers on tighter budgets are seeing greater value from digital and positioning ad spend accordingly, mostly as a direct result of the unknown effects of Brexit negotiations and wider economic uncertainty.

However, despite a positive outlook for digital ad spends in 2017, the IPA predicts stagnation materialising in 2018, with marketers being advised by experts to proceed with caution.

Speaking about the report, the IPA’s director general Paul Bainsfair said: “The election result has thrown further uncertainty into an already volatile environment.

“It is inevitable that this has had a knock-on effect on UK. Specifically, for marketers this has meant a desire, where possible, to seek out more activation driven advertising. As evidenced strongly in this latest Bellwether Report, this has resulted in a further move towards advertising in the digital space.”

digital marketing

UK digital ad spend up 17% in 2016, says PwC

A joint report from PriceWaterhouseCoopers (PwC) and the Internet Advertising Bureau (IAB) has found that investments in the digital advertising space are rising, driven by advertisers’ need to tap into the rising trend of mobile video.

Nearly half of all UK internet time is now spent on smartphones, with digital ad spend expected to have increased by 17% in 2016 to reach over £10 billion, marking the fastest growth rate within the industry for nine years.

The £10 billion threshold has never been crossed before.

Spend on mobile campaigns rose by more than 50% to reach over £3.9 billion, with overall mobile investment now accounting for 38%of all digital ad spend throughout Britain.

Spend on mobile video ads doubled to £693 million by the end of 2016.

“The rise in people consuming mobile and video content has accelerated digital’s growth rate to its highest level for nearly a decade,” said IAB’s UK chief marketing officer, James Chandler.

He added that reaching the £10bn threshold had been made possible by “brands breaking the mould, trying innovative formats and making the most of video to reach and amaze people.”

Discussing the ongoing debate regarding the transparency and brand safety of platforms such as YouTube, which according to Google gets  more than half of its views from mobile devices, Chandler added: “It’s impossible to ignore the issues the industry is facing at the moment, but digital never stands still.”

However, Sir Martin Sorrell, head of market-leading communications service group WPP said mobile was an “untapped” multi-billion dollar opportunity, which suffered through inadequate technology, causing advertisers to hold back on spending.

During an interview at Mobile World Congress earlier this year, Sorrell said: “People are spending about a quarter of their time on mobile, and yet it only accounts for around 12% of spending – That’s out of kilter and it has to change.

“Technology, bandwidth, the devices, the screens are not big enough, not good enough yet,” he added. “There’s a lot of technological development to come.”