More than half of all U.K. ad spend will be digital by 2015, making the U.K. the world’s first ad market to be digital-first.
Total U.K. advertising spend is forecast to reach in 2015 to come in at £15.7 billion ($24.7 billion). These predictions, from a report by WPP’s media buying arm GroupM, foresee growth in TV, outdoor, radio, cinema and Internet advertising.
Print newspaper and print magazine ad spend, on the other hand, is predicted to decline by 8.7 percent and 11.7 percent respectively in 2014 and 2015. Internet advertising will be worth more than the rest of the major advertising channels combined, according to the report, titled “This Year, Next Year: UK Media and Marketing Forecasts.”
Cinema advertising is predicted to overcome its 2013 slump and return to growth, according to the report. TV and Internet advertising, meanwhile, is expected to slow down into 2015.
This world-first is being driven by Brits’ addiction to internet-enabled devices. According to Ofcom research, six in 10 U.K. households own a smartphone and laptop. Half (44 percent) of U.K. households own a tablet, up 20 percent over the last year.
And yet, even in spite of strong digital device uptake, TV remains the most popular medium in terms of average time spent. For now. A new set of research released last week from Ofcom indicates that younger people watch less live TV overall. Children between the ages of six and fifteen watch 33 minutes worth of short online videos from sites like YouTube, compared to an average of five minutes per day for adults. This constitutes a potentially worrisome trend for broadcasters.
Here’s the average for adult time spent with the three major media channels in the U.K.
Mobile and video ad formats are driving the most growth for the digital advertising industry. Still, IAB U.K. figures for the first half of 2014 suggest that search and display continue to dominate, commanding 55 percent and 30 percent of the overall digital market.
“Display has been the main source of UK digital ad growth since 2013, and we [see] this lead growing wider in 2015,” said Group M’s futures director Adam Smith. “The longer-term question is whether online will wrest investment from network TV with the ease it did from print. This is a fairer fight.”
Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content
Audiences craving more are now being treated to captivating longer-form narratives. It’s the addictive nature of those quick hits that has fueled this transformation.
‘Its inevitable’: Domino’s hungers for attention and context
Attention-based buying is turning into a legendary tale of patient and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s being one of them.
Why Cars.com is driving away from performance marketing and toward influencers
To boost brand awareness, Cars.com is doubling down on its influencer marketing efforts.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Why Unity Technologies is leaning into AI as economic headwinds pick up
As one of the largest gaming companies listed on New York Stock Exchange, Unity Technologies leaned into AI during its May 10 earnings call, with Unity CEO John S. Ricciatello stressing Unity’s “competitive advantages in and around AI.”
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.