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Advertising Agencies Market Assessment 2014

  • June 2014
  • -
  • Key Note Publications Ltd

Summary

Table of Contents

Executive Summary

The past 5 years have represented a period of ongoing change for the advertising industry, with digital channels continuing to achieve double-digit growth and overtaking television to become the most popular form of advertising in the UK. Domestic advertising expenditure across all channels increased by an estimated 25.1% between 2009 and 2013, with digital — and, in particular, mobile — adspend fuelling much of this growth. The proliferation of ‘connected’ mobile devices has underpinned the migration of advertisers onto digital channels, with an estimated 51% of UK adults now thought to own a smartphone, along with 24% who own a tablet computer. Several other advertising channels, including television, direct mail, outdoor and cinema, and radio, have also reported growth in advertising expenditure over the past 5 years, albeit on a much smaller scale than online channels. Indeed, the only declines were observed in print media, with both newspapers and magazines reporting decreases in adspend over the past 5 years, in line with the long-term decline in print circulations and increased competition from online channels.

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