Latest study highlights the importance of online advertising
After today’s figures from the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers revealing a 14% rise in online advertising spend, RT Media take a look into what this means for the future of Marketing, and how we can help.
The IAB have revealed the biggest increase in online marketing spend in five years with video ads and display ads helping to accumulate the massive £4.8bn spent in 2011. It’s apparent that with technology rapidly improving to allow for high-quality video, animation and interactivity within banner and skyscrapers adverts, that companies are now realising the central role that online marketing should play in their brands marketing campaigns. As online display advertising sails past the £1bn mark for the first time, no wonder the digital world is heralded by many marketers as the future of all marketing. We at RT have the knowledge and skills to go all the way with you, have a look at how we can help you keep ahead of the game with our online marketing strategies here.
Its also been reported that marking spend on online video advertising has contributed to the rise, doubling to £109m. Video advertising now accounts for 10% of all online display advertising. The massive rise in demand and consumption of online video is attracting advertisers and brands and consequently altering the relationship between brands and media publishers. As more devices get connected to the internet from games consoles like Xbox and smart phones like the iPhone the distinction between online and traditional TV viewing is becoming unclear. Last year alone advertising on mobile devices rose by 157%, to a new high of £203m, as a result of the rise in demand for Tablets such as the Apple iPad. What’s more, this is only a taste of what’s to come as over 112.5 million adults, or one-third of the adult population, are expected to own a tablet by 2016, a revision of its previous forecast of 82.1 million.
The IAB state that on average 39.7m people are going online each month in Britain, and 27% of all the time spent online was spent on social networks. With brands investing more and more in social-media, advertising itself was up 75% since last year, accounting for 21% of total display advertising spend. Make sure if your company is planning to incorporate a social media strategy into your marketing campaign for 2012 that you are reaching your full potential online. RT Media recently launched ‘Get Social in 2012’; a program of Social Media Training courses and Social Impact Audits with the aim of helping clients and other businesses to meet their online and social potential. For more information about training courses or Social Media Audit, visit Get Social in 2012
Anna Bartz, strategy manager at PwC says that the findings further highlight the appeal of digital media to advertisers:
“This year’s results reflect the continued appeal of digital media – on desktop, mobile or tablet – to advertisers for both brand advertising and direct response. All formats grew, with strongest increases in video and social media, and in search. Internet ad spend’s 14.4% growth is exceptional when compared to an estimated advertising growth of less than 2% across all media in 2011.”
