Online tightens iron grip on UK adspend – but it’s still growing nicely

UK adspend continues to motor ahead – despite the gloomsters – up a surprising 6.3 per cent in 2018 according to an Advertising Association/WARC survey. The two are forecasting further increases in 2019 and 2020, despite Brexit and all that.

It’s open to debate, however, how much of this is actually advertising. Search, for example, still a fast-growing category, should arguably be classified as direct marketing. Here it’s being overhauled by online display, which is possibly bad news for one part of Google.

TV is struggling ahead, although still ahead, but video-on-demand is rattling away at 29.4 per cent (which will please YouTube owner Google.)

Online radio is up over 30 per cent – is this a reflection of the podcast revolution? Magazines and regional papers look like yesterday’s news.

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