UK online ad spend jumps 21% despite downturn

By October 7, 2008Advertising

Depressed by the general market malaise at the moment I twittered this morning that I was looking for some good news.  Amongst the replies I got was a link from Walid of Trusted Places to a StrategyEye post reporting an increase in online ad spend:

The online ad market grew 21% year-on-year, attracting spending of GBP1.68bn for the six-month period from January to June, according to latest figures published by the Internet Advertising Bureau (IAB). The rise came as all other mediums – TV, radio, print and outdoor – suffered from declining ad spend.

Online’s share of the total UK ad market rose four points above expectations, coming in at 18.7%, narrowly behind print’s 19.3% share and TV’s 21.7%.

Good news indeed, and better than I would have guessed.  Let’s hope the next six months produce something similar.

Gotta love Twitter!

  • Traditionally ad budgets are cut after Christmas in a downturn. The test will be from next January.

  • Traditionally ad budgets are cut after Christmas in a downturn. The test will be from next January.

  • Always happy to share such good news with you Nick! Thanks for the link too 😉

  • Always happy to share such good news with you Nick! Thanks for the link too 😉

  • Although the New Year ads are usually the haunt of the financial services and travel industries. Hmmm. Might be a chilly January for ad spend.

    Having said that, is there any mileage in the idea that etailers will shell out big time before Christmas to try and bolster their pre-Christmas sales? Maybe we’ll see a mini-boom online before Christmas.

  • Although the New Year ads are usually the haunt of the financial services and travel industries. Hmmm. Might be a chilly January for ad spend.

    Having said that, is there any mileage in the idea that etailers will shell out big time before Christmas to try and bolster their pre-Christmas sales? Maybe we’ll see a mini-boom online before Christmas.

  • Are we at a real turning point; one where the economic climate exerts severe pressure on businesses marketing activity, such that traditional media (TV, press, yellow pages etc) decline severely (like nothing we have ever seen before) and online spending dramatically increases over the coming year as this is where we are all spending our time?

    And because online generally has a lower costs associated with it, the overall advertising spend of business reduces, with the new twist being that more of the marketing budget is dedicated to engaging, educating and entertaining users online. To coin a phrase I heard last week – are we in the age where ‘consumerism’ dies and ‘citizenship’ begins?

    The online revolution is here…?

  • Are we at a real turning point; one where the economic climate exerts severe pressure on businesses marketing activity, such that traditional media (TV, press, yellow pages etc) decline severely (like nothing we have ever seen before) and online spending dramatically increases over the coming year as this is where we are all spending our time?

    And because online generally has a lower costs associated with it, the overall advertising spend of business reduces, with the new twist being that more of the marketing budget is dedicated to engaging, educating and entertaining users online. To coin a phrase I heard last week – are we in the age where ‘consumerism’ dies and ‘citizenship’ begins?

    The online revolution is here…?

  • Hoover

    Hey, oil’s under 90 dollars a barrel.

    Micro enterprises plan to grow despite the credit crunch: http://www.icaew.com/enterprise

    Qype raised 8 million euros last month.

    Buffett is vaguely bullish. Sort of.

  • Hoover

    Hey, oil’s under 90 dollars a barrel.

    Micro enterprises plan to grow despite the credit crunch: http://www.icaew.com/enterprise

    Qype raised 8 million euros last month.

    Buffett is vaguely bullish. Sort of.

  • nic

    Hey Marc – I think there is a lot to the idea that naked consumerism will be a lot less prevalent going forward, although I expect the change process to be slow.

  • nic

    Hey Marc – I think there is a lot to the idea that naked consumerism will be a lot less prevalent going forward, although I expect the change process to be slow.

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  • Unfortunately Nielsen are not painting such a rosy picture for the UK 🙁

    Basically Google is doing alright (aka search revenue) but everybody else who relies upon display may see decline. Mostly because so much digital display ad spend came from financial services.

    "The economic downturn has begun to hit online display ad spend, with the UK sector down 5.28% for Q2 2008, according to figures from Nielsen." – from <a href="http://www.nma.co.uk/Articles/40058/Online+display+ad+spend+hit+by+economic+downturn,+says.html&quot; rel="nofollow">NMA</a>

    Of course, other sectors are still growing massively. And the good news is nobody believes Nielsen’s figures anyway 🙂

  • Unfortunately Nielsen are not painting such a rosy picture for the UK 🙁

    Basically Google is doing alright (aka search revenue) but everybody else who relies upon display may see decline. Mostly because so much digital display ad spend came from financial services.

    "The economic downturn has begun to hit online display ad spend, with the UK sector down 5.28% for Q2 2008, according to figures from Nielsen." – from <a href="http://www.nma.co.uk/Articles/40058/Online+display+ad+spend+hit+by+economic+downturn,+says.html&quot; rel="nofollow">NMA</a>

    Of course, other sectors are still growing massively. And the good news is nobody believes Nielsen’s figures anyway 🙂