数字Adspend 2023: Digital ad market grows 11% to £29.6bn

Advertisers are seeking out digital ad formats that capitalise on the engagement offered by the rich array of entertainment online, according to the results of the IAB’s 数字Adspend report for 2023, 与普华永道合作进行.  

Spend on 播客 ads grew by 23% year-on-year, while connected TV (CTV) was up 21% and social video continued to perform strongly with annual growth of 20%. Growth rates in all three categories outperformed the digital ad market as a whole - underscoring the appeal of these channels, which stand to be more immune to upcoming cookie changes than other forms of digital advertising. 

The latest 数字Adspend data shows that advertisers’ spend is following consumer behaviour, 与我们的 数字红利研究 underscoring the value of entertainment focused digital media to people. 事实上, 28% of the population say that they have used ad-supported online entertainment more during the cost-of-living crisis. 

Overall, the UK digital ad market experienced solid growth of 11% to £29.6bn last year, far outperforming the 英国的GDP增长了0.1% 在同一时期. Other key takeouts from the report include:  

• 数字户外 has been included within the report for the first time, showing that the market grew 12% in 2023 to £841m 
• Digital retail media spend was also up 12% to £283m1 as the sector continues to prove a popular route for advertisers looking to tap into retailers’ wealth of first-party data 
• Spend on mobile advertising has accelerated vs 2022, when it slowed in the wake of Apple’s IDFA changes. In 2023, investment picked up, growing 15% to £16.7bn
   

搜索 continues to underpin the industry, accounting for 50% of the market at £14.7bn. 展示业务增长12%，至11英镑.3bn fuelled by video, which accounted for over 60% of total display spend for the first time.  

对报告的评论, 詹姆斯·钱德勒, 英国IAB的首席营销官, said: “As well as providing us with invaluable insight on the health of the digital ad market as a whole, the latest Adspend results show how advertisers are embracing the diverse array of digital channels on offer. Media that are often referred to as ‘emerging’ are taking their place as increasingly established ways to resonate with engaged audiences - whether that’s via the immersive nature of 播客s or high-impact fame factor of CTV. 

“With the impending deprecation of third-party cookies, digital advertising is undergoing a shift and we know that the year ahead will reshape the industry in new ways. 在这种情况下, it’s encouraging to see advertisers seeking out engaged environments and increasingly investing in a broad array of online solutions.”