UK digital media advertising spend hit £5.3 billion in 2012

The digital media advertisement market has been forecast to increase at a compound annual growth rate (CAGR) of 12.37% through to 2016, driven by the increasing penetration of broadband and the increase in acceptance of mobile advertisements.

Online advertising, also known as online advertisement, internet marketing, online marketing or e-marketing, is the marketing and promotion of products or services over the Internet.

Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, rich media ads, social network advertising, interstitial ads, online classified advertising, advertising networks, dynamic banner ads, cross-platform ads and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an ad server.

Spending on advertising using digital media channels is continuing to grow in market share despite economic conditions slowing down the growth of overall advertising spending. As 2013 begins, the advertising sector is focused on future opportunities offered by multi-screen developments.

The latest quarterly figures released by the Advertising Association (AA) show that digital media advertisement continued to grow steadily, with an estimated increase of 10.9% in Q3 2012. Overall UK spend for the medium is expected to have reached £5.3 billion in 2012, showing a 10.4% increase year-on-year.

Technological advancements in the telecommunications industry have dramatically affected digital media advertising techniques. Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image advertisements to those containing more recent technologies like JavaScript and Adobe Flash.

As a result, advertisers can more effectively engage and connect their audience with their campaigns that seek to shape consumer attitudes and feelings towards specific products and services.

Mobile marketing is huge, with over 75% of the world having access to a mobile devices, it's imperative that companies go mobile. Analytic improvement can now discover sentiment to forecast emerging trends in the industry, giving companies the knowledge they need to determine best strategies for increasing sales.

Key players currently operating in the digital media advertising market include Google Inc., Yahoo Inc., Facebook Inc., and Microsoft Corp.

For more information on the digital media advertising market, see the latest research: Digital Media Advertising Market

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