With companies doubling the amount of money spent on mobile video adverts in 2016, the total amount spent on internet ads has risen above £10bn. This increase comes about as a large number of advertisers have removed their ad campaigns from Google and YouTube after it became known that some ads circulating contained inappropriate content. With this, hundreds of advertisers have temporarily paused their spending on YouTube. Regardless though, the overall trend has been one of growth. James Chandler, the chief marketing officer at the Internet Advertising Bureau UK has said that 'people are increasingly using their smartphones to watch more clips, programmes and films.' With this 'companies have to [...] allocate more budget to mobile and online video as that's where people are spending more time.' There's also been the finding that the majority of digital display advertising is traded programmatically, meaning that machines are responsible for choosing where adverts get placed by advertisers and appear on the internet. This has caused controversy in the sense that ads can end up being placed next to inappropriate content. To this it's said that the industry is 'evolving quickly to find new solutions to address brands' needs in this dynamic environment.'
- Internet advertising spend surged above £10bn in the UK last year
- Year-on-year increase of 17% on 2015
- 400 hours of videos uploaded every minute on YouTube
- Last year’s increase, the biggest since 2007, was fuelled by a boom in mobile ad spend, which rose by 51% to £3.9bn
- Nearly three-quarters of the £3.8bn digital display advertising market is traded programmatically
This article just serves as proof for what we've now come to know - the internet/e-media is the platform today. With internet ad spending surpassing £10bn, continuing the trend of growth seen in recent years, it's evident that the internet is where the 'eyeballs' are. It'll be interesting to see if this continues over the next few years and also what developments will be made to make sure things like inappropriate content can't be spread by advertisers.
No comments:
Post a Comment