The most noteworthy nugget amongst the information-packed IAB / PwC Digital Adspend Study H1 2016, is that display ad spend on Mobile advertising has now surpassed that of display ad spend on Desktop/ Tablet advertising (£802m for Mobile vs £762m for Desktop/ Tablet). Our ‘phones’ are now rarely used for calls but are instead always-on portable companion tech which connect us 24 hours a day not only to things which entertain us, or are useful for our working lives, but also to 24 hours a day advertising. This favouring of Mobile display by advertisers and agencies simply reflects the way in which consumers are using phones.
Another revealing statistic is the difference in how creative formats are used for each delivery channel, with Mobile stronger for Content & Native and Video, and PC/Tablet strength with standard display
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For the first six months of 2016, total digital ad spend stands at £4.8bn, up 16.4%.
Search claims 52% (£2,485m) of this while Display has carved out 33% (£1,564m), and Classified has the remaining 15% share (£699m)*.
*£28m is classified as Other
Let’s look at the Mobile ad spend compared with PC/ tablet ad spend, looking at the main formats.
While advertisers and agencies still spend more on PC/ tablet ad formats, it’s clear that the impetus lies with Mobile given the large percentage increases period on period for Search and Display. More spectacular growth is seen with spend on Mobile video which grew 129% compared to overall video spend growth of 67%.
In terms of sector spend, Consumer Goods spend the most (18%), Travel and Transport (16%), Motors (12%), Entertainment and the Media (11%), Finance (11%), Retail (9%), Telecoms (8%), Technology (6%), Business and Industrial (2%) and the mysterious Other (7%).