Internet to dominate adspend growth in next 12 years
The internet is set to be the dominant force behind UK adspend growth in the next 12 years, in which time total spend is expected to increase by as much as 37.9%.
The Long Term Advertising Expenditure Forecast report, compiled by the World Advertising Research Centre on behalf of the Advertising Association, presents two possible scenarios for UK adspend, a high option and a low option.
The low option forecasts an increase of 16.8% over the same period.
In the display advertising sector the internet is expected to increase its 3.9% share achieved in 2006 to 12% by 2019.
The classified sector's share of advertising taken by the internet is expected to rise sharply over the forecast period. The high option expects it to grow by 11.6%, but even the low option predicts it will grow in the region of 10%.
Display advertising and classified recruitment are both expected to lose share of total adspend to "other classified".
Display is forecast to take a 60% share of all advertising in 2019, down from 68% in 2006; while classified recruitment will drop from 8% to 5%, as well as losing revenue in real terms.
"Other classified" will benefit, as its share of total spend is expected to rise to 34% in 2019 from 24% in 2006, primarily boosted by the growth of paid-for search advertising.
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