Video Drives 13% YoY Increase In UK Digital Ad Spend
Video biggest driver of growth between January and June 2019 – with spending at £1.32 billion
Video was the main driver of a 13% increase in UK digital ad spend in the first half of 2019, according to the IAB.
The IAB UK’s Half-Year Adspend Report showed that digital ad spend grew to £7.3bn in the first six months of the year. This was largely driven by a 27% year-on-year increase in video spend, which totalled £1.32 billion, making it the fastest-growing format.
Spend on search was up 13% during the same period, while non-video display grew 8%. The classified market decreased slightly, down 1% YoY.
The infographic below, released by the IAB, shows the total ad spend for H1 2019, broken down by Video, Display, Classified and Search.
Saint Betteridge, Unruly’s UK Commercial Director, said: “Online video continues its strong trajectory of growth, outperforming other digital streams in the latest IAB ad spend report. It’s great to see the increasingly integral role video is playing in advertisers campaigns across the UK digital industry.”
Commenting on the report, IAB UK’s Chief Digital Officer Tim Elkington said: “It’s reassuring to see advertisers’ continued confidence in digital advertising, despite the ongoing political and economic uncertainty surrounding Brexit.
“It’s clear from the results that advertisers are increasingly harnessing the immersive storytelling opportunities of digital video to engage people – a trend we see continued from our 2018 Adspend study released earlier in the year.”