British consumers average 43 hours a month online - 1 in every 12 waking minutes -- and advertisers spent a record six-month figure of £3.04 billion to attract their attention.
The UKOM/comScore report reveals that 22% of all
IAB/PwC data shows that advertising on the internet and mobile phones increased, like-for-like, by 17.5% to £3.04 billion in the first half of 2013 - up £435 million from £2.61 billion in the first half of 2012. Over 46.1 million people are active online, according to UKOM/comScore, equating the £3.04 billion advertisers spend to about £66 per head of the online population over the six month period.
Mobile's share of ad spend doubles in a year
Fuelled by smartphone ownership reaching over two-thirds (68%) of the
As 4G networks begin to roll out, mobile video advertising grew sharply, up 1,260% from £1.7 million in the first half of 2012 to £23.0 million in the first half of 2013.
"Nothing illustrates the internet as an entertainment platform better than the fact that over one in five minutes online is accounted for by entertainment, and that advertisers spent almost 1,300% more on mobile video than a year ago," says
Consumer goods becomes biggest spender as mobile display hits the big time Total mobile display advertising (including video) increased like-for-like by 195% to £150.5 million in the first half of 2013. Thus, mobile now accounts for 20.4% of total digital display advertising.
For the first time, consumer goods became the biggest spender on mobile display, almost doubling its share in a year - from 14.5% to 26.8% in the first half of 2013. It overtook the long-time number one category, entertainment & media, whose share stayed at 22.9%.
Driven by mobile display and video, the consumer goods sector extended its dominance over the finance sector as the biggest spender on digital display advertising, overall - accounting for 18.2% in the first half of 2013 compared to 15.8% a year earlier. Finance's share dropped from 15.8% to 13.7%. Consumer good's share has more than doubled in four years (from 8.1% in the first half of 2009).
Digital advertising formats
Display advertising across the internet and mobile, boosted by video and social media, grew above the overall (17.5%) digital rate at 23.0% on a like-for-like basis to £737.9 million, representing a 24% share of digital ad spend in the first half of 2013.
Video advertising grew an impressive 86% year-on-year to £135.2 million. In the last three years, video ad spend has increased almost six-fold (487%). In the last year, video's share of online and mobile display has grown 50% from 12% to 18% in the first half of 2013.
Social media advertising grew 53% to £242.5 million. In the last three years, social media spend has increased almost three-fold (285%).
Paid-for search marketing increased 18.9% on a like-for-like basis to £1.81 billion - a 59% share of digital ad spend. Within these figures, mobile search grew like-for-like by 101% to £271.0 million - accounting for 63% of mobile advertising.
Classifieds including recruitment, property and automotive listings, grew 6.6% like-for-like to £452.7 million - accounting for 15% of digital ad spend.
Tablets: among media owners who submitted revenue figures to the IAB and PwC, designated ad spend on tabletsÂ³ is estimated to be at least £10.5 million in the first half of 2013; up from at least £2.4 million in the first half of 2012.
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