NEW YORK (Jan 8, 2009)—eMarketer has trimmed its projections for UK online ad spending in 2008 and 2009 to £3.34 billion and £3.58 billion, respectively. These numbers represent a growth rate that is less than half of what eMarketer had earlier predicted.
In May, eMarketer estimated that spending on UK online advertising would hit £3.36 billion in 2008—a rise of 27.1% and reach £3.93 billion in 2009—a growth rate of 17.2%.
These earlier estimates were based in large part on the extraordinary growth of UK online advertising through early 2008, from a survey of marketers’ actual spending. The survey, by the Internet Advertising Bureau UK (IABUK), PricewaterhouseCoopers (PwC) and the World Advertising Research Center (WARC), is conducted each quarter.
Now the UK, like most countries throughout the world, is facing an economic crisis, and eMarketer has had to revise its estimate.
“The good news is online is doing better than traditional media, which is down dramatically,” said Karin von Abrams, eMarketer senior analyst and author of the new report, “UK Online Ad Spending.”
In 2009, budgets will be trimmed, marketers will be less experimental and “the focus will be on getting the best from proven strategies,” Ms. von Abrams said. “Many forms of online advertising, such as paid search and e-mail marketing, rank high in terms of accountability and return on investment.”
As in the US, where advertisers are moving millions of dollars from traditional media to the Web to take advantage of greater measurability and cost-effectiveness, there will be a similar trend in the UK in 2009.
For more information on the UK online ad market or to speak with Ms. von Abrams, contact the media staff listed below.
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Media Contact:
Samson Adepoju
Public Relations Specialist, eMarketer
Tel. 212-763-6044
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