TikTok Logo
Subscribe

UK ad spend hits record £21.4bn as digital dominates again

   NEWS / 27 Apr 2017

Immediate post-Brexit concerns don’t appear to have impacted UK ad spend, according to new figures from the Advertising Association and Warc.

UK ad spend grew to £5.8bn, a 3.9% year-on-year rise, in Q4, and this marks the highest grossing quarter since the Expenditure Report started in 1982. It also marks an upward trend following flat growth in Q3 in the immediate wake of June’s Brexit referendum.

Meanwhile, for 2016 as a whole, ad spend grew 3.7%, reaching £21.4bn and marking the seventh consecutive year of market growth.

Digital formats continued to dominate, with internet ad spend up 13.4% to £10.3bn for the year. Mobile accounted for 99% of that growth, with ad spend for mobile platforms up a whopping 45.4% to £3.9bn. The report predicts mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%) as the current boom dies down.

According to James McDonald, a senior data analyst at Warc, the UK ad industry is experiencing the “most seismic shift” in its history. “Last year exemplified this, as over 95% of the money entering the market came from digital formats. The trend will continue as ad tech improves and consumers spend more time with their internet-connected devices,” he claims.

Yet despite such impressive growth for digital advertising channels, traditional ad spend is holding. TV ad spend hit a record high of £5.3bn in 2014, with its overall share of UK ad spend holding at a steady 25% over the last decade.

TV advertising’s growth in 2016 was driven by a 12.6% rise in video-on-demand ad revenues. There was also growth for cinema (+8% to £257m) and radio (+5.4% to £646m) in 2016.

However, not all traditional advertising channels prospered as the slide in print media continued. Ad spend on national newspaper brands fell 10% to £10.1bn, while direct mail dropped 10.4% to £1.7bn.

Over the next two years, overall UK ad spend is forecast to grow, albeit at a slower rate (2017: +2.5%, 2018: +3.3%). With a General Election looming, Stephen Woodford, CEO of the Advertising Association, says the latest figures prove advertising’s importance to the UK economy.

He concludes: “Advertising has proved resilient to uncertainty and behind these numbers is a cutting edge, digital business in which Britain is a world-beater. As we work towards Brexit, we’re urging Government to support UK advertising and do more to unlock its potential to grow UK plc.”

x

Rivera Property Consultants

Branding & Corporate Stationery Design

Rivera Property Consultants is a leading company offering Property Sourcing, Sales and Lettings Management, Interior Design and Development.

Why Media were approached by Mr. Rivera, a property agent with over fifteen years of experience in the London Property Market, to undertake a full branding and website design project for his newly established business. The branding was crafted to present the company as high-end, professional and established. 

x

Go Epsom

Campaign Branding

Go Epsom is the campaign created for Epsom BID. The colourful and vibrant campaign branding was created to promote the town of Epsom, Surrey.

The colour palette and facets were selected to reflect the individual aspects of the town such as shopping, dining and entertainment, while still working together as a whole to form the brand identity.

x

Blue Whale Capital

Bespoke Website Design & Development with Custom API Integration

Blue Whale Capital approached Why Media in a quest to create a modern, functional and tailor-made website with a partner they could work closely and honestly with for this project and their future design and marketing needs.

The website is functionality focussed and incorporates a bespoke API to allow visitors to invest directly through the website. Each call-to-action has been carefully considered to enhance the user journey and ultimately encourage visitors to invest with the company.

x

ACAI Group

Branding, Website & Photography

Why Media were delighted to launch the new brand identity and website for ACAI Group, a property investment company with a number of high profile commercial, retail and land assets across the UK.

These assets include 8-10 Grafton Street in Mayfair, The Heart Shopping Centre in Walton-on-Thames Surrey and, the flagship store for high-end retail brand Dior on the prestigious Bond Street. The objective of the branding and creative element of this project was to inject colour, depth and a story behind the brand identity and overall messaging of ACAI (the initials of which represent the three owners of the company). Following completion of the branding process, Why Media delivered a full stationery package including business cards, letterheads and compliment slips and a comprehensive set of brand guidelines, ensuring the brand identity and reputation are protected through a stringent set of ‘brand rules’.

x

The Heart Shopping Centre

Magazine Design, Print & Distribution Management

The Heart Shopping Centre magazine is distributed every 6 months, delivering a Summer issue and Christmas issue. The magazine has been crafted to entice customers in the local area to visit the centre. The magazine is updated with each issue to tie in with the branding, event creative and any campaigns that are running and has proven to be a great success.

x

The Heart Shopping Centre

Event Management

Why Media manages and promotes the Heart Shopping Centre Kids Club events. The POS creative for the events is displayed throughout the centre in advance of the event and is also provided in all required formats for the website, social media and advertisements.

Following the successful for marketing of over 270 apartments at The Heart Walton-On-Thames for which the asset manager highlighted our part in the sales process as “You achieved a number of additional sales through your ability to market through Google” Why Media have been supporting the Digital Marketing at The Heart since 2006 and have helped the centre take the initiative long before its peers on a number of social media and digital marketing platforms.

x

County Square Shopping Centre

Social Media Management

Located in the heart of Ashford, Kent, County Square shopping centre offers a friendly welcome to visitors from across the county and further afield. With more than 50 shops alongside cafes and restaurants, County Square is the local, relaxed choice for the community.

Since Why Media were appointed as the social media managers for the centre, the account has seen phenomenal growth in group numbers of over 1800%.

x

Woking Shopping Centre WokingTV

WokingTV Video Production and Promotion

As a leading regional shopping centre destination Woking Shopping needed to join up a number of platforms to help highlight new retailers and restaurants at the centre as well as a new market area.

Why Media produce monthly videos for WokingTV, and manage all elements including storyboards, planning, filming, editing, video promotion across social media and integration into the website.

x

Larkfleet Homes

Larkfleet TV Video Production & Marketing

LarkfleetTV creates engaging content to promote the Larkfleet Group housing developments. Why Media plans, films, edits and promotes the videos for the company, helping to drive sales and raise the company profile.

x

Bovis Homes

Stanton Cross Website

Bovis Homes build some of the best new homes in the UK that are great places to live. Stunning new homes and apartments for sale right now.

Why Media were commissioned to design and build a bespoke website for the Bovis Homes Stanton Cross development. Stanton Cross is a brand-new community in the heart of Northamptonshire on the eastern edge of the historic town of Wellingborough. The website provides an engaging platform for the development and location information.

x

Goldschmidt & Howland

Bespoke Website, Photography & Video Production

Goldschmidt & Howland are North West London's Leading estate agent and letting agent servicing Hampstead Garden Suburb, Belsize Park, Kentish Town, Little Venice, St Johns Wood and more.

Why Media created a brand new bespoke website for the company to enhance their online presence, modernise the design of the website and ensure the site was optimised for search engines.