Digital Advertising - UK - March 2017

Digital Advertising - UK - March 2017

  • Mintel
  • March 2017
  • Advertising and Marketing
  • 0 pages

Report Description

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Ad personalisation through user input is key to boosting engagement; particularly as many consumers are showing interest in ad-blocking. But there isn’t necessarily a one-size-fits-all solution to balance personalisation and intrusiveness, as individual users have different attitudes towards their personal information and the extent to which they are happy to share it in exchange for a free service or other benefit.

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Table of Content

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
The market
Digital adspend hits the £10 billion mark in 2016
Figure 1: Forecast of digital advertising expenditure in the UK, 2011-21
Figure 2: Forecast of digital advertising expenditure in the UK, 2011-21
Growth of mobile could pose challenge to paid search
Figure 3: Mobile adspend as a proportion of total digital expenditure, 2010-16
Companies and brands
New developments related to ad-blocking
Social media advertising
The consumer
Newer formats now gain similar exposure to traditional digital formats
Figure 4: Digital advertising formats noticed by consumers in the last three months, December 2016
Mobile viewing drives popularity of video ads
Figure 5: Digital advertising formats noticed by consumers in the last three months on a smartphone or tablet, December 2016
Less than a quarter of people have clicked through
Figure 6: Actions taken in response to online ads noticed in the last three months, December 2016
Video ads are the most annoying format
Figure 7: Perceptions of digital advertising formats, December 2016
Nearly a fifth of consumers have paid for some form of ad-blocking
Figure 8: Attitudes towards paying for ad-blocking, December 2016
Catering for different degrees of ad personalisation
Figure 9: Attitudes towards digital advertising (1/2), December 2016
The challenges of the mobile adpsace
Figure 10: Attitudes towards digital advertising (2/2), December 2016
What we think

ISSUES AND INSIGHTS
There is no one-size-fits-all strategy for ad personalisation
The facts
The implications
Addressing the growth of ad-blocking beyond ad personalisation
The facts
The implications
The upcoming gate-keepers of mobile advertising
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Digital adspend hits the £10 billion mark in 2016
Paid search accounts for majority share of digital adspend
Almost £2 of every £5 spent on digital advertising now goes to mobile
The impact of changing viewing habits
App market’s maturity drives in-app advertising revenues
Threats and opportunities presented by ad-blocking

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