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Digital Advertising - UK - June 2019

Covered in this report

This report examines the digital advertising market in the UK, which includes online and mobile ads of the following forms:

  • Display (including banners and pop-ups)
  • Video (eg pre-roll videos on YouTube, ITV Hub)
  • Social media (eg on Facebook, Twitter etc)
  • Paid search (eg on Google, Bing etc)
  • Email advertising
  • Content and native (eg paid sponsored content on blogging sites (eg Buzzfeed) or news websites (eg The Guardian))
  • Other forms of online advertising (eg affiliate marketing, audio, dynamic in-game advertising)

The report also looks in depth at consumer attitudes and behaviour towards the GDPR.

“Consumers now have more opportunities to control how their personal data can be used, potentially reducing the effectiveness of standard advertising targeting methods. People express a strong interest, however, in actively providing platforms and advertisers with more information on their preferences in order to improve the effectiveness of targeted adverts.”

– Rebecca McGrath, Senior Media Analyst

This report examines the following issues:

  • Consumers’ desire for greater input can create a more receptive ad environment
  • Monetising voice search

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Digital adspend up 15% in 2018
              • Figure 1: Forecast of digital advertising expenditure in the UK, 2014-24
            • GDPR one year on
              • Display advertising takes slightly bigger piece of the pie
                • Mobile now accounts for over half of digital adspend
                  • Google cracks down on cookies
                    • Key Players
                      • Facebook begins testing search ads
                        • Spotify tests voice enabled audio ads
                          • Browser Brave launches with built-in ad-blockers
                            • Google brings shoppable ads to Google Images
                              • Amazon testing mobile videos ads
                                • The consumer
                                  • Rise in the number of people noticing search engine advertising
                                    • Figure 2: Digital advertising formats noticed by consumers in the last three months, April 2019
                                    • Figure 3: Digital mobile advertising formats noticed by consumers in the last three months, April 2019
                                  • Few are comfortable with their browsing history being used to target ads
                                    • Figure 4: Comfort with personal information used to target adverts, April 2019
                                  • Nearly half view targeted adverts as invasive
                                    • Figure 5: Perception of targeted adverts, April 2019
                                  • Nearly three in four want to give more input into preferences
                                    • Figure 6: Targeted advertising behaviour, April 2019
                                  • People find GDPR options confusing and time-consuming
                                    • Figure 7: Attitudes towards GDPR, April 2019
                                  • Younger people are engaging more with GDPR preference options
                                    • Figure 8: GDPR attitudes and behaviours, April 2019
                                  • What we think
                                  • Issues and Insights

                                    • Consumers’ desire for greater input can create a more receptive ad environment
                                      • The facts
                                        • The implications
                                          • Monetising voice search
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Digital adspend up 15% in 2018
                                                  • GDPR one year on
                                                    • Display advertising takes slightly bigger piece of the pie
                                                      • Mobile now accounts for over half of digital adspend
                                                        • Google cracks down on cookies
                                                          • Google fined €1.49 billion by EU for online advertising abuse
                                                            • Social media influencers promise to change the way they post
                                                              • More regulation on sexist advertising introduced
                                                                • Brands struggle with adverts appearing alongside inappropriate content
                                                                  • New regulation introduced to protect children from gambling adverts
                                                                  • Market Size and Forecast

                                                                    • Digital adspend up 15% in 2018
                                                                        • Figure 9: Forecast of digital advertising expenditure in the UK, 2014-24
                                                                        • Figure 10: Forecast of digital advertising expenditure in the UK, 2014-24
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Display advertising takes slightly bigger piece of the pie
                                                                          • Figure 11: Digital adspend market breakdown, 2010-18
                                                                        • Mobile now accounts for over half of digital adspend
                                                                          • Figure 12: Mobile adspend as a proportion of total digital expenditure, 2010-18
                                                                      • Market Drivers

                                                                        • Over eight in ten use a messaging app at least once a month
                                                                          • Figure 13: App category use once a month or more, July 2018
                                                                        • Google cracks down on cookies
                                                                          • Google looks to machine learning in order to allow for more privacy options
                                                                            • Google fined €1.49 billion by EU for online advertising abuse
                                                                              • Social media influencers promise to change the way they post
                                                                                • More regulation on sexist advertising introduced
                                                                                  • Brands struggle with adverts appearing alongside inappropriate content
                                                                                    • ASA asks for more support
                                                                                      • New regulation introduced to protect children from gambling adverts
                                                                                        • The IAB calls out advertisers for over-focusing on click-rates
                                                                                        • Regulatory and Legislative Changes: GDPR

                                                                                          • GDPR one year on
                                                                                            • Problems facing GDPR
                                                                                              • Violations and fines
                                                                                                • Over-reporting
                                                                                                  • Consent fatigue
                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                    • Facebook begins testing search ads
                                                                                                      • Spotify tests voice-enabled audio ads
                                                                                                        • Browser Brave launches with built-in ad-blockers
                                                                                                          • Google brings shoppable ads to Google Images
                                                                                                            • Amazon testing mobile videos ads
                                                                                                              • Publishers explore mood targeting
                                                                                                                • ITV Hub introduces targeted advertising
                                                                                                                • Launch Activity and Innovation

                                                                                                                  • Facebook begins testing search ads
                                                                                                                    • Spotify tests voice-enabled audio ads
                                                                                                                      • Browser Brave launches with built-in ad-blockers
                                                                                                                        • Facebook launches Stories Ads
                                                                                                                          • Google brings shoppable ads to Google Images
                                                                                                                            • Amazon testing mobile video ads
                                                                                                                              • Publishers explore mood targeting
                                                                                                                                • ITV Hub introduces targeted advertising
                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                  • Rise in the number of people noticing search engine advertising
                                                                                                                                    • Few are comfortable with their browsing history being used to target ads
                                                                                                                                      • People are most comfortable being targeted by gender
                                                                                                                                        • Nearly half view targeted adverts as invasive
                                                                                                                                          • There is a desire to ban particular adverts
                                                                                                                                            • People find GDPR options confusing and time-consuming
                                                                                                                                              • Younger people are engaging more with GDPR preference options
                                                                                                                                              • Advertising Exposure

                                                                                                                                                • Rise in the number of people noticing search engine advertising
                                                                                                                                                  • Is voice search advertising viable?
                                                                                                                                                    • Figure 14: Digital advertising formats noticed by consumers in the last three months, April 2019
                                                                                                                                                    • Figure 15: Digital mobile advertising formats noticed by consumers in the last three months, April 2019
                                                                                                                                                  • Video advertising is almost as prominent as search on mobile devices
                                                                                                                                                    • One in four have noticed an advert in social newsfeed
                                                                                                                                                    • Personal Information Used to Target Adverts

                                                                                                                                                      • People are most comfortable being targeted by gender
                                                                                                                                                        • Figure 16: Comfort with personal information used to target adverts, April 2019
                                                                                                                                                      • Older people are less likely to want age to be used for targeting
                                                                                                                                                        • Figure 17: Comfort with age being used to target adverts, by age, April 2019
                                                                                                                                                      • Four in ten find location based targeting uncomfortable
                                                                                                                                                        • Few are comfortable with their browsing history being used to target ads
                                                                                                                                                        • Perception of Targeted Adverts

                                                                                                                                                          • Nearly half view targeted adverts as invasive
                                                                                                                                                            • Figure 18: Perception of targeted adverts, April 2019
                                                                                                                                                            • Figure 19: Perception of targeted adverts, by gender, April 2019
                                                                                                                                                          • Younger people are more receptive to targeted adverts
                                                                                                                                                            • Figure 20: Perception of targeted adverts, by age, April 2019
                                                                                                                                                        • Targeted Advertising Behaviour

                                                                                                                                                          • There is a desire to ban particular adverts
                                                                                                                                                            • Figure 21: Targeted advertising behaviour, April 2019
                                                                                                                                                          • Nearly three in four want to give more input into preferences
                                                                                                                                                            • Four in ten are looking for information about why they are seeing ads
                                                                                                                                                            • GDPR Attitudes and Behaviour

                                                                                                                                                                • People find GDPR options confusing and time-consuming
                                                                                                                                                                  • GDPR is disrupting people’s online experience
                                                                                                                                                                    • Figure 22: Attitudes towards GDPR, April 2019
                                                                                                                                                                  • Younger people are engaging more with GDPR preference options
                                                                                                                                                                    • Figure 23: GDPR attitudes and behaviours, April 2019
                                                                                                                                                                    • Figure 24: GDPR attitudes and behaviours, by age, April 2019
                                                                                                                                                                  • Only half will automatically choose the ‘deny’ option
                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                      • Abbreviations
                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                          • Market Forecast
                                                                                                                                                                            • Figure 25: Forecast for digital advertising expenditure in the UK, 2019-24
                                                                                                                                                                          • Forecast methodology

                                                                                                                                                                          Digital Advertising - UK - June 2019

                                                                                                                                                                          £1,995.00 (Excl.Tax)