The why behind the 15% growth in online advertising spend

IAB UK

IAB UK asked marketing decision makers about their attitudes towards online advertising

To support the launch of the 2018 IAB / PwC Digital Adspend Study, IAB UK asked 504 marketing decision makers about their attitudes to online advertising

  • Almost three in five marketers from larger companies (50+ employees) believe their online advertising is more effective than ever at helping their business succeed

  • 76% of marketers from larger companies are using online advertising for longer term brand building

  • 74% of marketers responsible for online video believe it compliments activity in other media channels

  • 64% of marketers responsible for online video agree that online video assets should be made bespoke for the platform or device they are shown on

  • Marketing decision makers identify paid social media as effective for reaching both mass audiences (73% agree) and select target audiences (69% agree)

LOG IN TO DOWNLOAD

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by

IAB UK

Related content

AA/WARC: UK ad market grows 6.1% in 2023 lead by digital

Jon Mew speaking on stage at IAB event

Digital Adspend 2023: Digital ad market grows 11% to £29.6bn

Jon Mew

Google postpones third-party cookie phase out: Statement from our CEO Jon Mew

Coloured blocks

Surge in CTV & podcast spend as advertisers tap into popularity of online entertainment

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.

Find out more