A report compiled by PwC and the Internet Advertising Bureau (IAB) has revealed that digital advertising spend increased 16.4% in the first half of 2016, which was the highest first half growth for two years.

It is mobile advertising that has driven the increase, with sales up 56% in the same period.

Changes in consumer behaviour and improvements in technology have been the cause of the steady increase in digital advertising spend since PwC and IAB first started tracking these metrics in 1997.

It is video advertising that has grown the fastest in 2016. The combined effect of a heavy reliance smartphones (YouGov consumer data shows 82% of owners check their phones within an hour of waking up), and technological advances which allow video content to be viewed on multiple devices, have caused a surge in interest in video advertising. This grew 67% to hit £474 million and mobile video ad spend alone grew 129%.

Tim Elkington, Chief Strategy Officer for IAB highlights that marketers must recognise that content can be viewed on multiple devices and tailor marketing strategies accordingly. He comments “people now spend more time online on their mobile than they do on a computer. Consequently, marketers devote more ad spend to mobile as they increasingly cotton on to the fact that people essentially carry an ad platform with them wherever they are”.

tml Partners – specialists in marketing recruitment. 

Find out more at:
https://www.iabuk.net/about/press/archive/adspend-on-mobile-display-overtakes-pc-for-first-time