Digital advertisers spent a total of £6.36bn in the first half of 2018, up 15% year on year, according to the Digital Adspend report from IAB UK and PwC. Search makes up half (52%) of this, increasing on par at 15% to £3.3bn. Next is non-video display at £1.33bn (+9%). Then video display £967m (40%). Classifieds remains at £726m and other remained at £41m. Tim Elkington, chief digital officer of IAB UK, said: “With mobile devices accounting for 75% of all UK adults’ time online, it is safe to assume smartphone penetration continues to contribute towards the 15% year-on-year growth in adspend reported.” Jon Mew, chief executive of IAB UK, added: “With today’s half-year announcement of gross revenue of £6.4bn and with the impressive year-on-year growth of 15%, it is essential we remain focused not only on building the future for advertising but on building a sustainable future.” Source: The Drum How can digital advertising work for...
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