Spending on online advertising has topped £4 billion for the first time in the UK, as advertisers spend £1 in every £4 online, according to new research.
The findings, published today by the Internet Advertising Bureau (IAB) and accountancy firm PricewaterhouseCoopers, showed that online advertising grew by 12.8 per cent, from £3.5 billion in 2009 to £4.1 billion last year. The digital share of the UK’s total advertising spend of £16.6 billion last year rose to 25 per cent.
Mobile advertising experienced 116 per cent year on year growth on a like-for-like basis, up from 32 per cent in 2009. Advertisers spent £83 million on mobile advertising in 2010, led by the entertainment and media sector.
The IAB Quality Assurance Guidelines aim to define a set of standard terms and processes for use by ad networks and exchanges.
The US-based body has called the current online advertising marketplace “complex and confusing.”
According to the IAB, networks and exchanges that volunteer to be certified against the guidelines will be “providing marketers and agencies with a standardized approach that is designed to make buying easier and to give increased control over where ads are placed”. In turn, marketers and agencies will benefit from “greater brand safety assurances that ads will not appear next to content that they decide is inappropriate”.
“For the first time, the US ad networks and ad exchanges market will be giving advertisers consistent and standardized information, serving to build greater marketplace trust,” says the IAB report.
The UK internet advertising spend is up 21 per cent, although the overall advertising market went down. The Internet Advertising Bureau said yesterday that expenditure on the web went up to 1.68 billion pounds ($2.95 billion) in the first six months of the year, while the total advertising market was down 0.7 percent year on year.