Skip to main content

Digital ad spend accelerates 49% in the first half of 2021 to hit £10.5bn

Caution and hesitation have given way to boundless optimism among digital advertisers over the first six months of the year, with new figures recording an eye-opening 49% year-on-year rise to £10.5bn.

More impressively, the statistics chart a 42% increase versus ad spend in the first half of 2019, proving that the market is significantly outperforming its pre-pandemic baseline.

The turbocharged growth is documented by the IAB’s latest Digital Ad Spend report, which draws on data provided by PwC to record the ebb and flow of sentiment and spending. 2021’s jump is the largest ever recorded by the media company since it began biannual reporting.

Attributing the boom to a flourishing e-commerce market, improving production logistics and light at the end of the lockdown tunnel, the IAB also cataloged the changing lifestyles of Britain’s online population, which has increased 6% since the start of the pandemic – driven by the over 75s, where the proportion online surged 43%.

IAB UK’s chief executive officer Jon Mew commented: “The pandemic forced businesses to either accelerate or improve their e-commerce offering to cater to a nation of housebound consumers – we saw three years of change take place in just three months. Advertisers in turn adopted a more digital-heavy strategy as it was the medium least impacted by lockdown. Meanwhile, the surge in video spend runs parallel to an explosion in short-form video content and a move from advertisers to harness this as a vehicle for effective brand building.”

Search remains the most significant digital channel, rising a further 49% year-on-year to £5.5bn, but the video segment of the display market also performed strongly with growth of 70% year-on-year to £2.3bn.

Reduced freedoms saw many seek solace in their mobile devices, fueling a whopping 75% year-on-year rise in mobile ad spend – ensuring that 64% of all digital investment now falls on the sector.

Moreover, the steep performance of the digital advertising sector shows no sign of easing, with the largest upward revision of marketing budgets since the first quarter of 2019 taking place in the second quarter of 2021 – indicating that the remainder of the year will continue recent trends following a £7.3bn uptick in the first half of 2019.



from News https://ift.tt/2ZIAd87
via IFTTT
Labels:

Comments

Post a Comment

Popular posts from this blog

What is a Local Citation? Local SEO

In simple SEO terms, a local citation refers to any mention of your company online. This could be in a business directory, or on an industry-specific site, a blog or any other local website. Although local citations can help you rank in local search results, they are no longer a major ranking factor . However, they are still worth considering in order to promote your business. Common citations you are likely to already know of include listings on business directory websites such as Yell or Thomson Local . A complete citation should include the name, address and phone number of your business. Local citations do not always include a link to your site although they are more valuable if they do. What do they do? Citations help rank your Google Local Pack listing (this was formerly called Google+ Local map) by providing Google with credible sources of information about your business. Citations tell Google that your business exists, is legitimate and that what you say about it is accur...
11 comments
Read more

The beginner’s guide to semantic search: Examples and tools

Ever since Google’s Hummingbird, the term “semantic search” has been thrown around a lot. Yet, the concept is often misunderstood. What is semantic search and how it helps SEO efforts? When people speak to each other, they understand more than just words. They understand the context, non-verbal cues  (facial expressions, nuances of the voice, etc.) and so much more. It comes naturally, so we don’t really appreciate how difficult it is to explain what is being communicated without the help of all “beyond-words” signals. Factors that make the lives of both Google and SEO so difficult Google is trying (and often struggling) to understand what it is that their users want (without actually seeing or hearing them) SEOs are trying to reverse-engineer what it is that Google managed to understand from their users’ queries and how to build pages that meet those mysterious criteria. As Google’s algorithm is getting more mature, it is becoming even more difficult to decode what...
8 comments
Read more

7 Boring SEO Tasks You Can Automate to Save One Day Per Week

An SEO expert’s day is filled with a plentitude of activities to rank well on Google , starting with taking care of basic content quality to backlinks, site structure, mobile user experience, and other technical features. Not to mention having to squeeze the time spent on each task between meetings, conference calls, emails, and urgent projects, which take up a large portion of the week. Before you can even think about finishing less-important SEO tasks, you are already running out of time. The truth is some tasks are too boring to complete at the end of a tiring day. But you can’t leave it on the table to handle some other day, as it will only overshadow other, more important tasks. So, what’s the way out? The good news is advanced online tools can handle your boring SEO tasks, helping you save at least one day per week for creative activities. Here are some of the boring SEO tasks you can automate now and save yourself from performing these tedious activities. 1. Automate SE...
Post a Comment
Read more