Figures released by Group M show that digital ad spend continues to grow and now accounts for a quarter of the entire UK marketing economy. The report predicts that digital ad spend will exceed £5.3billion this year and £6billion next year – an 11 per cent increase. Conversely, spend on national newspapers looks set to fall from £1.2billion in 2012 to £1.1billion in 2013.
Dominic Trigg, managing director Europe at Rocket Fuel, comments:
“Group M’s findings support an unstoppable trend that has seen online advertising become more and more important to brands.
“As advertisers are forced to become increasingly savvy with where and how they spend their money, budgets are increasingly flowing away from traditional media into highly targeted and increasingly sophisticated digital advertising campaigns.
“By putting powerful technology behind them, digital advertising campaigns can now deliver measurable results and a strong ROI with minimum wastage, whether an advertiser is looking to drive sales or increase brand awareness.
“With the dawn of real-time campaign optimisation, it’s now possible to target the right audience, at the right time, with the most appropriate message and when they are most engaged – be that on their smart phone or online at work. Brands are becoming increasingly astute and pushing their agencies to deliver a higher return on investment. We expect to see a huge growth in online ad spend for many years to come.”