Thursday, June 18, 2009

Every action has an equal and opposite reaction

Pic by hoskarsson

Internet advertising will  reach 36% of all advertising by 2013, writes Jacquie Bowser in Brand Republic
PricewaterhouseCoopers, in its report into the UK entertainment and media market, said internet ad expenditure grew by 17.1% year on year in 2008 to £3.35bn, an increase of £540m. The increase in advertising would happen over the next five years as digital technologies become increasingly widespread.

Overall, the UK entertainment and media market will experience a 7% decline in revenue from 2008 to 2010, to $85bn. Following this low, the market is set to flourish, increasing to $98bn in 2013.

However, the only segments that will be larger in 2013 than in 2008 are internet access, internet advertising, TV subscriptions and license fees, filmed entertainment and video games. Revenues in 2013 from television advertising, newspaper publishing, business-to-business publishing and consumer magazine publishing are all expected to be lower than in 2008.

Now I'm not one to stir up trouble. Much. And anyway, the UK is so very far away after all. And 2013 is a ridiculously unimaginable spandex-wearing futurespace. Plus didn't PricewaterhouseCooper tell us that Ireland Inc was tickety boo there a year or two ago?

Nah. Forget I mentioned it.


  1. In 2008 Irelands online advertising spend was a measily 4% of the overall advertising spend. The european average is 12% and the UK is one of the worlds most advanced online economies at 18% of total advertising spend going online.

    Im optimistic that the recession is driving businesses to weigh their marketing mix more heavily on online due to it's measurability and online simply being more effective.

    I believe 2009 will see a large jump from 4% as internet spend is still or increasing while offline advertising is taking a Springbok style hit.

  2. I'm actually surprised that it hit 4% tbh. That aside, I think your optimism is well placed, Alan, and it's only a matter of time before we start to see purpose-built online advertising, rather than my pet hate of static offline media transferred to banner ads. Y to the awn.

  3. Nick are you comparing Ireland to a country with broadband? Tut Tut