Ad spending in the UK grew 49% during first half 2021
Advertising spending during the first half of 2021 grew 49% in the UK compared to the same period 2020 and 42% compared to the first half of 2019, according to a report from IAB UK and consultancy PwC.
Search remains the single biggest digital channel – up 49% year-on-year to £5.5bn – while the display market has also grown considerably, up 55%. Within display video rose 70% year-on-year to £2.3bn – an increase of 79% compared to 2019.
Mobile ad spend increased 75% year-on-year, IAB reported adding it was “giving the channel a 64% share of all digital investment and indicating its power as an outlet for media consumption, whether at home or on the move.”
“Overall, digital advertising’s growth is indicative of a wider confidence in the advertising market”, IAB said.
IAB UK’s CEO Jon Mew said: “The pandemic forced businesses to either accelerate or improve their ecommerce offering to cater to a nation of housebound consumers – we saw three years of change take place in just three months.”
“Advertisers in turn adopted a more digital-heavy strategy as it was the medium least impacted by lockdowns. Meanwhile, the surge in video spend runs parallel to an explosion in short form video content and a move from advertisers to harness this as a vehicle for effective brand building.”
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