DIGITAL HAS BEEN AN EXPECTATION

FOR PEOPLE (AND MARKETING) FOR THE LAST 5 YEARS

£3.9BnH1 2015 DIGITAL SPEND (+13% YoY)

£574mH1 2015 SOCIAL SPEND (+51% YoY)

£1BnH1 2015 MOBILE SPEND (+51% YoY)

SOURCE: IAB / PwC UK Digital Adspend H1 2015; ‘Digital’ includes online, mobile and tablet

INCREASED CONVERSATIONS

ABOUT AUDIENCE PLANNING (AND

PROGRAMMATIC) HAVE DRIVEN

‘DISPLAY’ SPEND..

H1 2014 TOTAL

DIGITAL SPEND

29% ‘DISPLAY’

H1 2015 TOTAL

DIGITAL SPEND

33% ‘DISPLAY’

SOURCE: IAB / PwC UK Digital Adspend H1 2015

... AT THE EXPENSE OF SEARCH.

DISPLAY CAN TARGET ‘IN

MARKET’ BEHAVIOUR AS

WELL…

H1 2014 TOTAL

DIGITAL SPEND

H1 2015 TOTAL

DIGITAL SPEND

33% ‘DISPLAY’

29% ‘DISPLAY’

52% ‘PAID

SEARCH’

55% ‘PAID

SEARCH’

SOURCE: IAB / PwC UK Digital Adspend H1 2015

‘DISPLAY’ HAS THE CURRENT STORY OF ADBLOCKING

AS A REALISTIC THREAT….

UK GOOGLE SEARCHES FOR ‘ADBLOCKER’

FOR THE FIRST TIME, NATIVE, SOCIAL AND VIDEO ARE OVER

50% OF ‘DISPLAY’ SPEND

BUT THE INDUSTRY IS ALREADY MOVING AWAY FROM BANNERS AND BUTTONS…

SOURCE: IAB / PwC UK Digital Adspend reports

BANNERSAS A % OF ‘MOBILE DISPLAY’ SPENDING

VIDEO ADVERTISING AS A % OF ‘MOBILE

DISPLAY’ SPEND

CONTENT + NATIVE ADVERTISING (INC:

BANNERS IN SOCIAL) AS A % OF ‘MOBILE DISPLAY’ SPEND

IN MOBILE THE PACE TOWARDS

CONTENT, SOCIAL AND

VIDEO HAS BEEN FASTER

BANNERSAS A % OF ‘MOBILE DISPLAY’

SPENDING

CONTENT + NATIVE

ADVERTISING (INC: BANNERS IN SOCIAL) AS A % OF ‘MOBILE DISPLAY’

SPEND

VIDEO ADVERTISING

AS A % OF ‘MOBILE

DISPLAY’ SPEND

SPENDING TRENDS POINT TO THE NEED FOR

BALANCE IN 2016:

BRANDS WILL BALANCE SHARE OF VOICE IN

‘SIGNAL’ BASED PLANNING WITH SHARE

OF ATTENTION IN ‘BRAND BUILDING’

STORIES