Ad spend increased by 3.7 % in 2016

Ad spend increased by 3.7 % in 2016

New figures out indicate that Brexit had no adverse affect on UK ad spend with a flat growth in Q3 and an increase of 3.9% year on year, to £5.8bn in Q4. This is the seventh consecutive year that advertising has shown a growth, with a spend of £21.4 bn in total for 2016 up by 3.7% Internet spend dominates, up 13.4% to £10.3 bn for 2016. Mobile accounted for 99% of that growth, with ad spend for mobile platforms up a significant 45.4% to £3.9bn. It is predicted that mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%) Some traditional advertising mediums continue to hold their own with TV advertising growth driven by a 12.6% rise in video-on-demand ad revenues in 2016. Cinema spend was also up by 8% to £257m and radio up 5.4% to £646m. Print spend fell by 10% to £10.1bn and direct mail fell by 10.4% to £1.7 bn. The forecast for the next two years is positive with ad spend forecast to grow. Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying...
UK Adspend looking positive despite Brexit gloom

UK Adspend looking positive despite Brexit gloom

Adspend in the UK is forecast to grow for the eighth successive year in 2017, with predicted growth up from 5.8% to 7.2%, according to the latest figures from the WPP media agency group. Upgraded growth forecasted for Group M this year – up from 6.3% to 7.2% for 2016. Traditional media advertising spend is predicted to fall from -1.1% to -2.6% for 2016 and from +0.5% to -1.4% in 2017 TV ad spend is expected to be down 0.1% this year and up 1.0% in 2017. A growth in cinema advertising is expected by 1% in 2016 and by 3.4% in 2017 following a huge increase of 21.5% in 2015. Pure-play digital ad market share has risen to 52% this year and is predicted to grow up to 55% next year. A 15% rise in digital display demand is likely for next year, with paid search accelerating and remaining the largest driver of growth. Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying...
Marketers report increased adspend despite falling confidence amid Brexit

Marketers report increased adspend despite falling confidence amid Brexit

According to the IPA’s Bellwether Report, UK marketers have “held their nerve” in the face of an uncertain business climate following the UK’s Brexit vote. In Q3 of 2016 13.4% out of 300 marketers surveyed increased their ad spend. An increase of 10.7% from Q2. However, the advertising market remains uncertain since Brexit having an impact on financial prospects over Q3. 12.1% of marketers were pessimistic about their industry’s financial prospects down from -8.1% in Q2 and the lowest recorded figure by the survey since Q4 in 2012. However, they seemed more confident in their own businesses during Q3 with 31% expressing optimism and a net balance of 10.6% but down on Q2 which posted 13.7%. The report forecast ad spend up  1.9%, from the expectation of 0.2% decline, but it expects a 0.7% drop in 2017. A growth of adspend is projected for 2018  up  +0.2% , 2019 +2.4%, 2020 +2.7% Events budgets grew in Q3 by +9.9% Internet budgets grew in Q3 +4.9%. Main media advertising fell by 3.8%, in Q3 compared to a rise in Q2 of 9.3%. PR was down -1.1% in Q3 whilst market research fell by -2.3% and sales promotions by -4.0% The report further shows that a positive forecast is now predicted for ad spend growth in 2016 and that with the negotiations in Brexit beginning, a tougher 2017 seems inevitable. The Media Angel team keep updated on market trends to get the best outcomes for our clients. Get in touch today on 02921 320 200 or email us at [email protected] to discuss the best mix channels for your marketing...