Internet advertising spend in the UK is forecast to rise by 10% during the final six months of 2013. The predictions were revealed in the latest Advertising Association/WARC quarterly expenditure report.
The two companies’ forecasts are the result of data collected for the first quarter of 2013. During this period, internet ad spend grew by 11%, although this was an estimate by Warc and it did not include TV video on demand or digital spend for news and magazine brands.
Compared to other media, internet witnessed the steepest increases with all but TV and radio seeing a negative change year-on-year. A substantial drop in cinema is expected as it goes from 2% in the black during the first quarter, to 12% in the red by the year’s end.
Print Adoption of Digital Halts Decline
News and magazine brands may have stemmed the tide, with both on their way back to positive figures in the run up to 2014. This is down to the report now taking into account online ad-spend for these two sectors.
Tim Lefroy, chief executive of the Advertising Association, was on hand to give the UK industry a spot of verbal cheerleading. “A pound spent on advertising returns six pounds to GDP,” he said. “These figures don’t just reflect growing confidence; they represent an important investment in the recovery.”
Total adspend growth across all media types is predicted to grow by 3% in 2013, followed by a rise of 4.9% in 2014. The signs are good for an industry that returned to pre-recession levels in 2012.