In a world driven by technology and fierce competition, advertising is a powerful tool that shapes our choices and influences our actions.
The year 2017 witnessed a remarkable surge in UK advertising expenditure, reflecting the evolving landscape of consumer preferences.
With digital formats soaring to new heights and TV ad spend poised for a comeback in 2018, let us delve into the fascinating world of advertisement statistics.
advertisement statistics 2017
In 2017, the UK advertising expenditure grew by 4.6% to reach £22.2bn.
This growth was driven by internet advertising, which saw a 14.3% increase over the year.
Digital formats performed well, with digital radio up 26.3%, national digital newsbrands up 19.3%, broadcaster video-on-demand up 7.1%, and digital out of home advertising up 22.9%.
Mobile advertising also saw strong growth with a 37.3% increase in spend.
However, TV ad spend decreased, mainly due to reduced spending in the consumable goods category.
Despite this, the report suggests a positive outlook for market growth in the coming years, with an upgraded forecast of 4.2% growth in 2018 and an additional rise of 3.8% expected in 2019.
The UK aims to continue its success in the global ad industry, but this will depend on a favorable Brexit deal and access to talent.
Overall, the report provides a comprehensive measure of advertising activity in the UK.
Key Points:
- UK advertising expenditure increased by 4.6% to £22.2bn in 2017.
- Internet advertising saw a significant increase of 14.3% over the year.
- Digital formats performed well, with digital radio up 26.3%, national digital newsbrands up 19.3%, broadcaster video-on-demand up 7.1%, and digital out of home advertising up 22.9%.
- Mobile advertising experienced strong growth with a 37.3% increase in spend.
- TV ad spend decreased, primarily due to reduced spending in the consumable goods category.
- The report suggests positive market growth in the coming years, with a forecasted 4.2% growth in 2018 and an additional rise of 3.8% expected in 2019.
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💡 Did You Know?
1. In 2017, Facebook accounted for almost 20% of global digital advertising revenue, making it the largest ad platform in the world.
2. Research conducted in 2017 revealed that 34% of all online display ads were never seen by internet users, highlighting the challenge of ad viewability in the digital landscape.
3. According to a study by Statista, the average click-through rate (CTR) for display ads in 2017 was only 0.05%, showing the difficulty ad campaigns face in engaging online audiences.
4. The beauty and personal care industry was the biggest spender on advertising in 2017, contributing over $18 billion globally to the overall ad spend.
5. A report by eMarketer indicated that mobile ad spending surpassed TV ad spending for the first time in 2017, revealing the growing prominence of mobile devices in the advertising industry.
1. UK Advertising Expenditure Reaches £22.2Bn In 2017
In 2017, the UK advertising industry experienced significant growth, with the total advertising expenditure reaching a staggering £22.2 billion. This was a 4.6% increase compared to the previous year, demonstrating the strength and resilience of the advertising market. The growth in ad spend is indicative of the confidence businesses have in the effectiveness of advertising as a means of reaching and engaging with consumers.
While traditional advertising channels still play a significant role, the rise of digital marketing has contributed significantly to this increased expenditure. Digital formats, in particular, have performed remarkably well, showcasing the growing importance of online platforms in the advertising landscape. The advertising industry is constantly evolving, and these statistics demonstrate that businesses are adapting their strategies to keep up with the changing preferences of consumers.
2. Q4 2017 Sees 6.2% Growth In Advertising Expenditure
The fourth quarter of 2017 saw a substantial boost in advertising expenditure in the UK, with a growth rate of 6.2% compared to the same period in 2016. The total spending during this period reached £6.1 billion, highlighting the increasing investment businesses are making in advertising towards the end of the year.
The Q4 growth is particularly noteworthy because it signifies the active efforts of businesses to capture consumer attention during the busy holiday season. With the anticipation of increased consumer spending, companies are allocating more resources towards advertising to ensure they can effectively promote their products and services. This strong Q4 performance bodes well for the future growth of the industry and indicates a positive economic outlook.
- The fourth quarter of 2017 saw a 6.2% growth in advertising expenditure in the UK.
- Total spending during this period reached £6.1 billion.
- Businesses are investing more in advertising towards the end of the year to capture consumer attention during the busy holiday season.
3. Upgraded Forecast For 4.2% Growth In Advertising For 2018
The advertising industry in the UK is set to experience a significant boost in 2018, with experts now predicting a 4.2% increase in advertising expenditures. This upgraded forecast highlights the industry’s resilience and reflects the confidence businesses have in the effectiveness of advertising to drive sales and raise brand awareness.
One of the key drivers of this growth is the increasing recognition by businesses of the potential of digital formats. Online platforms offer the ability to reach wider audiences and create more engaging advertising campaigns. The rising popularity of social media and mobile usage has further contributed to the positive outlook for the industry.
4. Expected Rise Of 3.8% In Advertising Spending For 2019
Looking beyond 2018, the advertising industry in the UK is expected to continue its growth with a projected rise of 3.8% in advertising spending for 2019. This steady increase demonstrates the sustained confidence businesses have in the effectiveness of advertising as a key driver of business success.
As technology continues to evolve and consumer behavior changes, companies are investing more in advertising to stay ahead of the competition. The rise in digital out-of-home advertising, internet advertising, and mobile advertising all contribute to this projected growth for 2019.
- Projected rise of 3.8% in advertising spending for 2019
- Increasing investment in advertising to stay ahead of the competition
- Growth of digital out-of-home advertising
- Rise in internet advertising
- Surge in mobile advertising.
5. Digital Radio Advertising Up By 26.3% In 2017
- Digital radio emerged as a standout performer in the digital advertising realm in 2017, witnessing an impressive growth rate of 26.3% compared to the previous year.
- This significant surge in digital radio advertising expenditure signifies the recognized value that businesses attribute to leveraging this platform to target and engage with listeners.
- The advancements in technology and the unwavering popularity of online streaming services have paved the way for digital radio to cater to highly targeted audiences, enabling businesses to customize their advertising messages to specific demographics.
- With this upward trajectory, it is anticipated that digital radio advertising will sustain its positive momentum in the forthcoming years.
6. National Digital Newsbrands Experience 19.3% Growth
National digital newsbrands, including online newspapers and news websites, experienced remarkable growth in 2017. Advertising spend in this sector surged by an impressive 19.3%. This growth can be attributed to the increasing preference of consumers to consume news digitally, both on desktop and on mobile devices.
The rise of national digital newsbrands as an advertising platform presents an excellent opportunity for businesses to reach engaged audiences who are actively seeking out information and news. As traditional print media continues to face challenges, digital newsbrands provide a cost-effective and highly targeted advertising solution.
7. Broadcaster Video-On-Demand Sees 7.1% Increase In Advertising
The popularity of online streaming services and video-on-demand platforms is undeniable, and this is reflected in the advertising expenditure growth within this sector. Broadcaster video-on-demand experienced a notable increase of 7.1% in advertising spend in 2017.
With an increasing number of people opting for streaming services over traditional television, businesses are recognizing the value in advertising on these platforms. Advertisements on broadcaster video-on-demand services allow for targeted ad placement, ensuring that businesses can reach their desired audience with precision and effectiveness.
8. Digital Out Of Home Advertising Grows By 22.9%
Digital out-of-home (DOOH) advertising, which includes digital billboards and screens positioned in public spaces, experienced an impressive growth rate of 22.9% in 2017. This significant increase underscores the rising popularity of DOOH advertising as businesses seek to capture the attention of audiences in the real world.
Traditional out-of-home advertising is undergoing a transformation through the integration of digital technology. This advancement enables the creation of dynamic and interactive content to engage passersby. The power of DOOH lies in its ability to deliver real-time and contextually relevant messages, providing businesses with a unique and immersive means of connecting with consumers.
9. Internet Advertising Drives 14.3% Overall Ad Spend Growth
Internet advertising remains the driving force behind the growth of the advertising industry, with a significant increase of 14.3% in ad spend over the year. The vast reach and targeting capabilities of online platforms have made internet advertising an essential tool for businesses of all sizes.
Digital advertising encompasses a wide range of formats, including search engine marketing, social media advertising, display ads, and video ads. The versatility and potential for high return on investment have solidified internet advertising as a staple in the marketing strategies of businesses across various industries.
10. Mobile Advertising Spends Sees A Strong 37.3% Increase
Mobile advertising had an impressive growth rate of 37.3% in advertising spend in 2017. The proliferation of smartphones and the increasing amount of time spent on mobile devices have made mobile advertising an indispensable tool for businesses.
With the ability to deliver targeted ads directly to users’ mobile screens, mobile advertising allows for highly personalized and contextual advertising experiences. As consumers become increasingly reliant on their smartphones for daily tasks and activities, businesses are capitalizing on this trend by optimizing their advertising efforts for mobile platforms.
The advertisement statistics for 2017 reflect the evolving nature of the advertising industry and its reliance on digital marketing. The significant growth in overall advertising expenditure, as well as the strong performance of digital formats, further solidify the importance of online platforms in reaching and engaging with consumers. As technology continues to advance and consumer behavior evolves, businesses will need to stay adaptable and embrace innovative advertising strategies to stay competitive in an ever-changing marketplace.
FAQ
How much was spent globally on advertising in 2017?
In 2017, the global advertising expenditure amounted to an estimated $509 billion, according to Magna, the research arm of IPG Mediabrands. Within this, digital ad spending accounted for $209 billion, representing 41 percent of the market, while television advertising brought in $178 billion, making up 35 percent of the market. This indicates a significant shift towards digital platforms as they continue to capture a larger share of the advertising market, surpassing traditional television advertising by a considerable margin.
Over the span of 2017 to 2026, social media advertising spending worldwide is projected to witness significant growth. In 2017, desktop-based ad spending reached around 35 billion dollars, while mobile advertising accounted for approximately 146 billion dollars. As the digital landscape continues to evolve, it is estimated that by 2026, the global social media advertising market will surge to 358 billion dollars. This remarkable increase in spending reflects the growing importance of social media platforms as a key avenue for businesses to engage with their target audiences and maximize their advertising efforts.
What is statistics in ads?
Statistics in ads refer to the use of quantitative data and analysis in advertising campaigns. It involves the collection, interpretation, and application of data to measure the effectiveness of marketing strategies, target specific market segments, and assess consumer behavior. By utilizing statistics, advertisers can identify market trends, optimize marketing programs, and allocate resources efficiently to reach their target audience. These insights enable advertisers to make data-driven decisions, resulting in more effective and targeted advertising campaigns that maximize impact and drive desired outcomes.
In 2016, TV remains the dominant medium in terms of ad expenditure, with a share of 47.1%. While digital advertising is on the rise, accounting for 12.7% of all ad spending, it still trails behind TV. Print media, on the other hand, experiences a decline in its share from 32.4% to 29.7%. As a result, it is clear that TV holds the largest portion of ad expenditure in 2016.