Online Ad Spend In UK To Hit $8 Billion
The UK is on track to account for over half of all online ad spending in Western Europe this year. That share will increase to 52.6 percent of regional online spending by 2011, amounting to $8.2 billion.
"Several recent developments, including Google’s planned acquisition of the ad-serving company DoubleClick and Microsoft’s announcement that it hopes to buy aQuantive, another player in the advertising sector, signal a radical transformation of online advertising," says Karin von Abrams, eMarketer Senior Analyst and the author of the new report, UK Online Advertising. "The UK will be in the vanguard of this change."
The UK economy will continue to provide solid ground for online advertising in Britain. Most advertisers are familiar with digital media and established brands have the funds to invest in online campaigns.
"Several sectors will drive the UK online advertising market between now and 2011," says Ms. von Abrams, "such as paid search, social networks, mobile platforms, rich media and personalization."
With the rate of advertising growth decreasing and Britain’s share of world spending also falling, the growth of the online marketplace has made a strong impact on the UK’s advertising landscape.
"A world transformed by the convergence of browsing, searching and ad-serving technologies isn’t here yet," says Ms. von Abrams.
"In the meantime, in Britain traditional display formats remain central to the online marketplace, even as more complex types of messaging and interaction emerge."