According to a new report the consumer goods sector was one of the two biggest contributors to UK digital display advertising spend in the first six months of the year, making up 16% of the total investments in the segment.
The latest data from the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers’ (PwC) advertising expenditure report puts consumer goods in the ranks of the finance industry, which is traditionally known for pouring hefty investments into online and mobile advertising. Consumer goods and finance brands each accounted for 16% of the overall £590.9 million digital display advertising spend in the January-June period, which was 11% higher compared with the same period last year.
Over the past three years the consumer goods industry has nearly doubled its share in the digital display market, as brands have started realising the power of online and mobile as efficient brand building tools. It’s also worth mentioning that brands in the industry boosted investments in advertising across all digital channels in the period, which reflects their success in including digital in the overall marketing mix, PwC’s senior manager Anna Bartz said.
Overall, UK brands spent a total £2.6 billion on digital advertising in the first half of the year, reaching a record six-month figure. The result was chiefly due to by higher investments in video and social media advertising. Mobile advertising, in particular, staged an impressive rise of 132% to £182 million, triggered by the unparalleled adoption of mobile devices among UK consumers.