M&A expert comment: Adspend data

Nick Field

Director at Livingstone

Views 443

M&A expert comment: Adspend data

08.11.2018 11:15 am

Concerns about ad safety and the quality of digital inventory have clearly had an impact on the mix of adspend in 2018.  News brands and magazines seem to have benefitted from a ‘flight to quality’, significantly reducing the decline in spend on these channels to an average of 7% (compared to 13% in H1-17). Given the uncertainty created by Brexit and challenges facing the UK consumer, growth in adspend significantly above expectations, and well ahead of inflation is certainly positive for media owners.

Whilst the year-on-year growth in internet advertising has continued to increase reaching 14.8% (up from 13.8% in H1-17) within this the growth of mobile has slowly markedly falling 8% compared to H1-17.  In the context of concerns around the quality this is unsurprising, as mobile is the platform most exposed to programmatic inventory of this kind.

The impact of GDPR is clearly demonstrated by the accelerating decline in direct mail spending. It looks likely that the one-time effect of GDPR on marketing databases and mailing lists has taken tens of millions of pounds of expenditure out of the direct mail channel in 2018.


Latest blogs

Wayne Johnson encompass corporation

The rise of the KYC Utility: How to plan for success

Successful compliance and risk management programmes within financial institutions depend on effective Know Your Customer (KYC) processes yet most have found these processes to be increasingly onerous, both in terms of time and cost.  This is Read more »

Paul Petta mastercard

Free Trials Without The Hassle

No one wants to be unsatisfied with a product after paying for it. For some consumers, a free-trial is a great way to test out a new product and get comfortable with it before making a purchasing decision. And with so many merchants offering free Read more »

John Bertrand Cognizant

Cryptocurrencies and the need for regulation

Anyone with a pulse and the money to cover legal fees can issue a cryptocurrency.  Once the cryptocurrency is created, however, brokers are needed to sell and make a market for it. Given cryptocurrencies are an unregulated market, then there are Read more »

Peter Groucutt Databarracks

New report suggests that UK government should regulate IoT: Comment from Databarracks

The content, guidelines and recommendations in the government’s recently introduced Code of Practice are excellent. It addresses the most fundamental cyber security practices in order of criticality and importance. But the scheme doesn’t prohibit Read more »

Noa Benari SecuredTouch

4 Mobile Banking Trojan Families to Fear According to McAfee

Mobile malware is becoming more sophisticated and evasive, making detection challenging. According to the McAfee Labs Threats Report for June 2018, mobile malware grew by 42% since last year. Read more »

Free Newsletter Sign-up
+44 (0) 208 819 32 53 +44 (0) 173 261 71 47
Download Our Mobile App