In the first six months of 2018, there has been year-on-year growth of total digital advertising spend of 15 per cent.
The overall display market remains healthy, with H1 year-on-year growth of 20 per cent, taking it to £2.3bn ($3.01bn). This growth was driven by video, which saw the largest year-on-year increase of 40 per cent, taking spend in the first six months to £967m ($1.3bn). Non-video display inventory accounted for £1.3bn ($1.7bn) of spend in the first six months of 2018.
Search has grown 15 percent to £3.3bn ($4.3bn), commanding 52 per cent of total digital adspend, whilst classified remained flat at £726m ($955m).
With the maturation of the market, the half year figures are now reported for combined mobile and desktop adspend and the methodology has been updated accordingly. The 2018 full year report, due for publication in April 2019, will continue to provide a detailed analysis of formats and spends.
Commenting on the latest results, IAB UK chief digital officer, Tim Elkington, said: “With mobile devices accounting for 75 per cent of all UK adults’ time online*, it is safe to assume smartphone penetration continues to contribute towards the 15 per cent year-on-year growth in digital adspend reported today.”
IAB UK CEO Jon Mew added: “Now in its 22nd year, the IAB and PwC Digital Adspend report remains one of our most important projects, with the twice-yearly announcement of results anticipated by the industry. With today’s half year announcement of gross revenue of £6.4bn ($8.4) and with impressive year-on-year growth of 15 per cent, it is essential we remain focused not only on building the future for digital advertising but on building a sustainable future.”
*UKOM Digital Marketing Overview June 2018
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