Overall, UK advertising spending suffered a double-digit drop in 2009, according to several sources. But the Internet defied this downward trend. UK advertisers spent £3.54 billion ($5.56 billion) online in 2009—5.7% more than in 2008.
Internet advertising will gain momentum in 2010 as the economy inches into recovery, reaching £3.79 billion ($5.95 billion). Slower growth is expected in 2011, but the London Olympics and greater financial stability should bring higher rises in 2012. By 2014, online ad spending will approach £4.84 billion ($7.60 billion).
Search accounted for 60.7% of Internet ad spending in 2009. Display claimed 20% and classified ads 19%, while less than 1% was spent on e-mail sent to purchased lists. Search will increase its share of the pie in 2010 and beyond, as classified ads lose ground. Spending on video and mobile ads will boost the display category.
Telecoms, finance, technology, and media and entertainment firms topped the UK’s Internet spending league in 2009. On mobile devices, however, entertainment companies led with roughly 60% of all ad spending.
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