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DLR Issue 81 October 2015

The Digital Landscape Report is a monthly digest of the latest research news and statistics that are relevant to the digital publishing community. Content for the report includes bespoke contributions from leading research and marketing intelligence providers as well as publicly sourced data. The report has four key sections – Forecasts & Ad Issues, Online Audience Trends, Media Category Analysis, Trends in Key Interest Areas

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Highlights for October

 

  • UK ad spend grew 5.8% to reach a record high of £9,424m in the first half of 2015 (WARC/AA, October 2015)

– internet spend increasing 13.3% to £3,975m, with mobile accounting for 79% of this growth

  • Within display, video ad spend grew 56% to £292 million, Social media spend rose 51% to £574 million and native/content grew 50% to £325 million (PWC/IAB, October 2015)
  • For the first time, mobile advertising expenditure in the UK will overtake spend on print advertising (eMarketer, October 2015)
  • Almost three quarters of users are accessing the internet from multiple devices (72%) and this multiple device usage is resulting in significantly higher consumption – 58% more pages viewed, the equivalent of an extra day and a quarter online and 50% more pages per visitor (comScore, September data)
  • Online video continued its recent upward trajectory growing 8.5% month on month and now attracts 11% more visitors than at this point in 2014 (Hitwise, September ‘15)
  • Digital is set to take majority share in UK time spent with media in 2016, mobile will account for 25% of time spent with media in the UK this year (eMarketer, October ‘15)
  • 22% of people use more than one ad-avoidance technique on mobile (eConsultancy, October ‘15)
  • 100% of 15-34 year olds in the UK use YouTube every month (eConsultancy, October ‘15)
  • UK online ad viewability rises above 50% (eConsultancy, October ‘15)
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