UK digital advertising spending tops 7.4 billion euros

Our growing dependence on technology is helping to fuel a financial boom in at least one sector of the economy: Digital Advertising.
A recent report compiled by Interactive Advertising Bureau Europe (IAB Europe) and IHS, looks at the changes in digital ad spending from 2012 to 2013. They found that the UK leads Europe with over €7.4 billion in revenue in 2013.
In an article discussing the study results, eMarketer published its predictions for ad spending through 2018. They predict the UK will share over one third of the €32 billion expected to be spent in 2014. If the eMarketer predictions are correct, the UK will continue to dominate the market with more than double the revenues of the next closest country, Germany, by 2018.
Of particular interest to us in the IAB report was that mobile advertising (all kinds) had the fastest growth. The mobile market sector rose over 128% in a year. It now makes up 11.5% of the total digital spending. The fact that companies are spending that much on advertising is confirmation of how vital our mobiles have become.
The press release on the study didn’t break out the specifics of country spending in the mobile market. But estimates from Ofcom show approximately 92% of the UK population has a mobile phone. I’d feel comfortable speculating the UK is leading in mobile spending as well.
So advertisers are betting that mobile is increasingly the method through which they can reach their audience. We’re excited by all this data and what it means for our customers. Even with all the digital channels available today, SMS is the only way to reach your target market in such a personal fashion. And it’s easier than ever to reach out to new and existing customers with a SMS marketing campaign.
Which channel of digital marketing do you use most? If it isn’t targeting mobile, do you have plans to add mobile into your mix?
Related Articles
Is SMS Marketing Like Social Media?
Is SMS marketing like social media? While there are similarities and both can be considered mobile marketing, the short answer is no. However when using a multi-channel marketing strategy it's important to know when to use a text message and when to use a social media channel.
The most effective mobile marketing example messages
5 Great Easter Marketing Campaigns to Inspire Your SMS Marketing
SMS Marketing and Mobile Wallets
In one of my blogs last week, I talked about a marketing study by Vibes and what it said about SMS marketing. This week I wanted to take another look at it from the perspective of the mobile wallet industry, also covered in the report. It turns out there is a strong case for integrating your SMS marketing with mobile wallets. Let’s take a look.
Use All The Data You Can When Personalising Your SMS Messages
It’s said over and over that SMS is one of the most personal forms of communications today. That’s mainly because people guard their mobile numbers and only give them out to those they think worthy of them. So anyone who has opted into your SMS messaging has indeed invited you into their personal world.
5 SMS or Mobile Facts You Need to Know
So many of us are used to having our mobiles around nearly 24 hours a day that it’s easy to forget it’s still a growing industry. And though SMS has been around for over two decades, the ways we use it and people’s willingness to use it continues to grow. So for this blog I picked out five facts about mobile and SMS that really make the case that SMS for business has come of age. Let’s see if you agree.
5 Marketing Trends That Matter for SMS in 2018
Copywriting Principles for SMS Marketing
In a recent post I covered how to create urgency in your SMS marketing messages. It didn't feel right to leave out a few other key components - the U companions. In copywriting circles they are often called the 4-Us. They are: Urgent, Useful, Unique, and Ultra-specific. So to make sure I don't leave anything out, here I'll show you how to use the others in your SMS messaging.
The Truth About SMS Opt Out Rates
You’ve read all about getting subscribers, the legal and recommended guidelines, and put great offers out to your list. But people still unsubscribe. Should you be worried? Are you doing something wrong? That depends. As the saying goes, you can’t make 100% of the people happy 100% of the time. You will have opt-outs, but whether you have too many is the question you should be asking.