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The UK Digital ad spend hits a new high


— #Digital #Ad Spend #Reports #2017

Figures released from the Advertising Association & WARC Expenditure Report show that internet advertising now accounts for over 50% of total advertising spend.

“News-brands’ digital ad spend growth – up 25.4% on last year – shows that advertisers recognise and value the quality context and accountable environments that news-brand publishers provide online.”

Summary of Q1 2017 includes:

  • Internet ad spend rose 10.1% during Q1 2017, mainly driven by mobile which experienced a 36.2% year-on-year increase in spend.
  • Television ad spend dipped by -6.2% in the first quarter of 2017, with a decrease of -7.2% for spot advertising. Total TV spend is expected to dip -1.9% this year, before the losses are regained in 2018.
  • Radio ad spend dipped -0.1% despite an 8.1% increase for digital ad formats during the quarter.
  • Out of home (OOH) spend contracted by -0.6% year-on-year during the first three months of 2017, despite a 27.6% rise in digital ad expenditure.
  • National News brands’ combined ad revenues fell -6.6% during Q1 2017. However, this was the industry’s strongest performance in two and a half years, with digital (up 25.4% year-on-year) now accounting for just over a quarter of ad revenue.
  • Regional News brands’ ad income dropped across print (-18.8%) and digital (-2.7%) formats in the first quarter of 2017, with combined revenues down -16.0%.
  • Magazine brands recorded losses in income from both print (-16.1%) and digital (-8.9%) ads in Q1.
  • Cinema ad spend rose 27.6%, making it the only non-digital medium to grow during Q1 2017.
  • Direct Mail ad spend was down -1.5% in Q1 2017, 7.5 percentage points better than forecast.

You can read the full article over on the Advertising Association website

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