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Digital Advertising - UK - March 2016

“The digital channel provides advertisers with a unique benefit that is difficult to replicate using other media formats – the ability to target a specific individual, with a specific message, at a specific time.
In order for the industry to maintain that advantage it is crucial that brands manage the fine balance of producing engaging relevant ads without intruding on users’ privacy.”

– Paul Davies, Senior Leisure and Technology Analyst

This report looks at the following areas:

  • Tackling the threat of ad blockers
  • Privacy vs personalisation

Brands face the threat of a backlash from consumers with more people looking to withhold information or avoid advertising altogether (using ad blocking software), putting a restriction on the number of people brands can reach and to what extent they can use targeted approaches.

Companies should find that by empowering users and allowing them to have a greater say in what ads they see, how these are presented and where and when they appear, the threat of ad blocking will actually be reduced as more advertisers succeed in reaching the right person, with the right message, at the right time.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Digital advertising expenditure tops £8 billion
            • Figure 1: Forecast of digital advertising expenditure in the UK, 2010-20
          • Video and social now core components of digital advertising
            • Figure 2: Digital advertising formats noticed by consumers in the last three months, December 2015
          • Smartphone advertisers face a struggle to engage users
            • Figure 3: Attitudes towards smartphone advertising, December 2015
          • Unclear targeting methods cause unease
            • Figure 4: Attitudes towards digital advertising, December 2015
          • Majority would still pay for ad-supported media services
              • Figure 5: Amount consumers would be willing to pay for monthly media subscriptions without advertising, December 2015
              • Figure 6: Amount consumers would be willing to pay for monthly media subscriptions with advertising, December 2015
            • What we think
            • Issues and Insights

              • Tackling the threat of ad blockers
                • The facts
                  • The implications
                    • Privacy vs personalisation
                      • The facts
                        • The implications
                        • The Market – What You Need to Know

                          • Digital advertising expenditure tops £8 billion
                            • Paid search accounted for more than half of expenditure in 2014
                              • Digital leads the way
                                • Privacy infringements arouse concerns
                                  • Nearly one in four people have used ad blockers
                                  • Market Size and Forecast

                                    • Digital advertising expenditure tops £8 billion
                                      • Figure 7: Digital advertising expenditure in the UK, 2010-20
                                    • Forecast
                                        • Figure 8: Forecast of digital advertising expenditure in the UK, 2010-20
                                    • Segment Performance

                                      • Paid search accounted for more than half of expenditure in 2014
                                        • Figure 9: Segmentation of digital advertising expenditure in the UK, 2014
                                      • More than £1 in every four spent on digital advertising is now mobile
                                          • Figure 10: Digital advertising expenditure and mobile advertising revenue in the UK, 2010-14
                                      • Market Drivers

                                        • Digital leads the way
                                            • Figure 11: Advertising expenditure, by media channel, 2014
                                          • Privacy infringements wake concerns
                                            • Figure 12: Concerns relating to online data/security, November 2014
                                          • Nearly one in four people have used ad blockers
                                              • Figure 13: Online security services installed/used in the last 12 months, November 2014
                                              • Figure 14: Screengrab of a website loading in Safari with (right image) and without (left image) Crystal installed, 2015
                                            • Real-time bidding provides instant engagement
                                            • Key Players – What You Need to Know

                                              • Programmatic allows brands to hit the right note
                                                • Cross-channel advertising
                                                  • Social media brands enhance their advertising platforms
                                                    • Empowering users
                                                    • Brand Activity and Innovations

                                                      • Programmatic allows brands to hit the right note
                                                        • Cross-channel advertising
                                                          • Social media brands enhance their advertising platforms
                                                            • Figure 15: Interactions with social media advertising, September 2015
                                                            • Figure 16: Awareness of what is online advertising, 2014
                                                          • Empowering users
                                                            • Costa brews up geo-location campaign
                                                                • Figure 17: Experience of location-based mobile marketing, 2013-14
                                                            • The Consumer – What You Need to Know

                                                              • Video and social now core components of digital advertising
                                                                • Overcoming negative perceptions
                                                                  • Personalisation appeases social media users
                                                                    • Smartphone advertisers face a struggle to engage users
                                                                      • Unclear targeting methods cause unease
                                                                        • Majority would still pay for ad-supported media services
                                                                        • Digital Advertising Formats

                                                                          • Video and social now core components of digital advertising
                                                                            • Figure 18: Digital advertising formats noticed by consumers in the last three months, December 2015
                                                                          • Young Millennials notice a larger range of formats
                                                                            • Figure 19: Digital advertising formats noticed by consumers in the last three months, by generation, December 2015
                                                                          • Deal and activity seekers more receptive to digital ads
                                                                            • Figure 20: Digital advertising formats noticed by consumers in the last three months, by online activities performed in the last three months, December 2015
                                                                        • Perceptions of Advertising Formats

                                                                          • Overcoming negative perceptions
                                                                            • Figure 21: Perceptions of digital advertising formats, December 2015
                                                                          • Over-55s alienated by digital ads
                                                                            • Figure 22: Perceptions of digital advertising formats (net), by age, December 2015
                                                                          • Personalisation appeases social media users
                                                                              • Figure 23: Perceptions of social media advertising, by people who describe social media advertising as personalised, December 2015
                                                                          • Smartphone Advertising

                                                                            • Smartphone advertisers face a struggle to engage users
                                                                                • Figure 24: Attitudes towards smartphone advertising, December 2015
                                                                              • Empowering Millennials
                                                                                  • Figure 25: Agreement with attitudes towards smartphone advertising, by generation, December 2015
                                                                              • Attitudes towards Digital Advertising

                                                                                • Unclear targeting methods cause unease
                                                                                    • Figure 26: Attitudes towards digital advertising, December 2015
                                                                                  • Social logins provide the gateway for advertisers
                                                                                  • Online Media Services

                                                                                    • Option of free sources limits media subscription uptake
                                                                                      • Figure 27: Uptake of/interest in media subscriptions, December 2015
                                                                                    • Majority would still pay for ad-supported media services
                                                                                        • Figure 28: Amount consumers would be willing to pay for monthly media subscriptions without advertising, December 2015
                                                                                        • Figure 29: Amount consumers would be willing to pay for monthly media subscriptions with advertising, December 2015
                                                                                      • A sharing economy
                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                        • Data sources
                                                                                          • Abbreviations
                                                                                            • Fan chart forecast
                                                                                                • Figure 30: Best and worst case forecast of UK digital advertising expenditure, 2015-20

                                                                                            Companies Covered

                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                            Digital Advertising - UK - March 2016

                                                                                            £1,995.00 (Excl.Tax)