UK Online Publishers Predict Digital Revenues Will Grow 16% In
UK online publishers predict their digital revenues will increase by 16 percent this year, according to an annual census survey by the Association of Online Publishers (AOP).
The census was carried out from February 9 to March 2, against the backdrop of economic uncertainty. Digital publishers remain pragmatic about their long -term future of their businesses with 63 percent of online publishers planning to increase their digital investment this year, while only 7 percent anticipate a decrease in investment.
"Given the global trading climate we’re operating in, this is a motivating insight into the mood of UK publishers for the coming year – and it’s encouraging that they remain focused on developing their offering for their audiences in both B2B and B2C areas," said Alison Reay, AOP Chairman and Digital & Multi-media Director Telegraph Media Group.
Just over half (51%) of respondents said the focus of their investment would be building off line and online cross-media skilled teams, while 28 percent said investment in technology and innovation were priorities in the coming year.
One of the main trends to emerge was the move towards integration of staff across traditional and digital businesses, with 65 percent of respondents expecting more functions across departments including advertising planning/research to be integrated in 2009.
"This year’s Census has highlighted that the revenue model for advertising doesn’t appear to be significantly shifting," said Tim Cain, AOP’s Head of Research and Insight.
"Whilst we’re seeing CPC increasingly adopted as a pricing mechanism (up 50% year on year) the advertising model is still predominantly led by CPM (89%) and sponsorship (84%), which are also being used more widely amongst publishers."