Website Promotions grow out of recession
Website promotion tactics continue to grow in terms of investment, leading to expenditure in the UK jumping to £4 billion in 2010 – a rise of 12.8 per cent.
UK internet advertising jumps 12.8%; breaks £4bn
Tuesday, March 29 2011 by Catherine Ferguson
UK website promotion and managed emarketing has overcome recessionary trends with impressive growth of 12.8 per cent on a like-for-like basis in 2010, according to the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC).
It now reaches a milestone of £4.097 billion, the new study found. Taking into account the fact that total UK advertising spend in 2010 was £16.6 billion, this means that internet’s market share in the industry is now at a record high of 25 per cent.
Marketers are using a variety of online channels for website promotion and are driving brand-building campaigns. Notably, a cap was doffed to search engine optimisation providers after it was discovered that paid search continued to perform strongly, growing eight per cent year-on-year on a like-for-like basis to £2.346 billion – 57 per cent of total online spend.
Other key drivers for growth were noted; firstly, boosted media budgets were a major help for the total advertising market growth as 77 of the top 100 advertisers increased their expenditure, in recent statistics compiled by Nielsen.
Faster broadband is also improving the fortunes of online video advertising. Around 47 per cent of home UK internet users have a connection speed of between 2Mbps and 8Mbps, while a further 14 per cent access it with a connection speed of over 8Mbps, Netview revealed in December 2010.
Guy Phillipson, chief executive officer of the IAB, said: “The power of online to build brands is clearly reflected in the spectacular growth of display, thanks to the popularity of social media and video formats. And with mobile advertising finally coming of age, marketers are enjoying an incredible array of digital opportunities.”
Meanwhile, strategy manager at PwC Anna Bartz added: “2010 was an exciting year for online advertising. All formats – display, search and classifieds – contributed, although display showed the strongest recovery.”
The IAB acts as the trade association for online advertising and has over 540 members.
Living Streams “Improving clients’ profitability through better use of the internet”.