IAB 2015 Advertising Spend Trends: Mobile, Search, Programmatic and Display
Transcript of IAB 2015 Advertising Spend Trends: Mobile, Search, Programmatic and Display
DIGITAL HAS BEEN AN EXPECTATION
FOR PEOPLE (AND MARKETING) FOR THE LAST 5 YEARS
£3.9BnH1 2015 DIGITAL SPEND (+13% YoY)
£574mH1 2015 SOCIAL SPEND (+51% YoY)
£1BnH1 2015 MOBILE SPEND (+51% YoY)
SOURCE: IAB / PwC UK Digital Adspend H1 2015; ‘Digital’ includes online, mobile and tablet
INCREASED CONVERSATIONS
ABOUT AUDIENCE PLANNING (AND
PROGRAMMATIC) HAVE DRIVEN
‘DISPLAY’ SPEND..
H1 2014 TOTAL
DIGITAL SPEND
29% ‘DISPLAY’
H1 2015 TOTAL
DIGITAL SPEND
33% ‘DISPLAY’
SOURCE: IAB / PwC UK Digital Adspend H1 2015
... AT THE EXPENSE OF SEARCH.
DISPLAY CAN TARGET ‘IN
MARKET’ BEHAVIOUR AS
WELL…
H1 2014 TOTAL
DIGITAL SPEND
H1 2015 TOTAL
DIGITAL SPEND
33% ‘DISPLAY’
29% ‘DISPLAY’
52% ‘PAID
SEARCH’
55% ‘PAID
SEARCH’
SOURCE: IAB / PwC UK Digital Adspend H1 2015
‘DISPLAY’ HAS THE CURRENT STORY OF ADBLOCKING
AS A REALISTIC THREAT….
UK GOOGLE SEARCHES FOR ‘ADBLOCKER’
FOR THE FIRST TIME, NATIVE, SOCIAL AND VIDEO ARE OVER
50% OF ‘DISPLAY’ SPEND
BUT THE INDUSTRY IS ALREADY MOVING AWAY FROM BANNERS AND BUTTONS…
SOURCE: IAB / PwC UK Digital Adspend reports
BANNERSAS A % OF ‘MOBILE DISPLAY’ SPENDING
VIDEO ADVERTISING AS A % OF ‘MOBILE
DISPLAY’ SPEND
CONTENT + NATIVE ADVERTISING (INC:
BANNERS IN SOCIAL) AS A % OF ‘MOBILE DISPLAY’ SPEND
IN MOBILE THE PACE TOWARDS
CONTENT, SOCIAL AND
VIDEO HAS BEEN FASTER
BANNERSAS A % OF ‘MOBILE DISPLAY’
SPENDING
CONTENT + NATIVE
ADVERTISING (INC: BANNERS IN SOCIAL) AS A % OF ‘MOBILE DISPLAY’
SPEND
VIDEO ADVERTISING
AS A % OF ‘MOBILE
DISPLAY’ SPEND