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Online ad spends hit UK milestone


Online ad spends hit UK milestone

The amount of money spent this year on digital advertising has risen by nearly 17 percent to an all-new high.

Marketers’ embedded and content-based ad revenues are now more than £215m. Equally as impressive is the fact that mobile advertising now encompasses more than half of the amount spent on social media ads, according to data published by the Internet Advertising Bureau.

UK internet users are increasingly watching videos on PCs, tablets and smartphones, which has resulted in the overall spend on digital advertising hitting £3.5bn in the first six months of this year.

The use of internet video marketing for both desktop and smartphone users has risen by nearly 59% annually to over £200m in Q1 and Q2 2014. Indeed, mobile-specific video ad campaigns grew nearly 200% to £63.9m; this makes mobile video the most actively expanding online ad type.

Native and content ads are made up of paid sponsorships and distribution in feeds – a form of digital advertising that has now exceeded £200m, or 21% of online display advertising.

Tablet-friendly advertising spends have grown to nearly £30m, up 160% from the previous year’s £10.5m figure.

The chief strategy officer from the IAB, Tim Elkington, explained:

“A third of online viewers, particularly 35-44 year olds, are watching more TV, films and clips online than a year ago. Consequently, video now accounts for £1 in every £5 spent on internet and mobile display ads.”

On average, users in London spend the most time watching TV shows and movies online, with users in Southern England viewing most video clips.

Alan Littler

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