By Tim Maytom
In 2015, the UK will become the first country where over half of all ad spending goes towards digital media, new research has predicted.
The figures come from a study by global media investment management operation GroupM, which estimated that next year would see digital ad spend increase 12.7 per cent to £8.06bn, or 51 per cent of total UK ad spending for the year.
Other countries that are close to passing this landmark include Sweden, where 47 per cent of total ad spend will be digital, as well as Denmark (43 per cent), Australia (42 per cent) and Norway (40 per cent).
“The familiar drivers are video, social and mobile,” said Adam Smith, futures director at GroupM and author of the report. “But the underlying reason is more practical and attractive formats for brands – richer, more trackable, more targeted and more clickable.”
According to the report, physical newspapers and magazines will continue to see decreases in ad spend in 2015, while TV, radio, outdoor and cinema will all see modest gains of between 2.3 per cent and 6.9 per cent. While digital’s growth is slowing, it is still increasing at almost twice the rate of any other sector.
Source:: Mobile App News