Table of Contents
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
Back to top