A report into the 2010 H1 Ad Spend by the Interactive Advertising Bureau UK shows an increase of 10% to almost £2bn in online advertising spending between January and June 2010 despite of the UK recession. One of the main drivers for the growth was online video advertising spending, which has increased fivefold in the last two years from £3.9m in the first half of 2008 to £20.7m in the first half of 2010.
HitSearch Director Andy Donaldson comments ‘We have actually noticed that as times got harder for clients of ours over the past few years, return on investment came to the fore front of marketing discussions and these discussions eventually ended up with online marketing at the centre of recent strategies. With the tracking tools available today, ROI is a key measurement for clients and one that strongly guides marketing spend.’
The report by IAB in partnership with PricewaterhouseCooper attributed the growth to an 8.9% increase in investment in search advertising and a 6.3% growth in display advertising.
The entertainment and media industry was the biggest spender on social media advertising followed by finance then FMCG brands with increased interest and investment by running major new media campaigns.