The FMCG sector and the finance industry are now the top spenders on digital display, according to the latest Internet Advertising Bureau and PricewaterhouseCoopers advertising expenditure report.
FMCG’s share of the online advertising market has almost doubled since 2009 with the sector having now caught up with the financial services at the top of the spending charts.
Spending by FMCG advertisers rose across all digital channels; online and mobile advertising jumped 13 per cent to £2.6 billion. Digital video advertising soared 43 per cent year-on-year to £49 million. Advertising with social media banners rose 36 per cent to £134 million.
Mobile advertising grew 132 per cent to £182 million, accounting for seven per cent of all digital advertising spend. With retail price intelligence showing how shoppers are avoiding the high street to carry out competitor price monitoring online, brands are working hard to ensure they have a strong web presence.
Tim Elkington, director of research and strategy at IAB, believes there is still room for growth in the area of mobile with 60 per cent of the UK’s top 100 advertisers still do not having a mobile optimised site. “If all advertisers get wise to this, we’re likely to see significant mobile growth for some time yet, ” he said.
These latest figures highlight how brands are increasingly including digital display into the overall marketing strategy.
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