The report forecasts that the UK’s advertising market as a whole will
grow by 4.8% to £17.7 billion by 2015. Digital marketing will see the
largest individual growth (a rise of 11.2%), making it the only sector
of the UK market set for double digit growth.
Search marketing is already a strong driver of growth but social
networking and classified ad spending will also grow in importance as
more companies put a greater percentage of their marketing spend into
online campaigns.
The PwC study also predicts that customers will spend more on
media, with £9.2 billion forecast to be spent on internet access to
media channels and a further £32.7 billion spent on purchasing media and
entertainment (a rise of 2.7%).
Phil Stokes, head of entertainment and media at PwC told
Marketing Week: ”With advertising revenues returning to pre-recession
levels, the advertising pound is being spent in many new and different
ways.
“Product placement, sophisticated social media campaigns and
internet advertising are all becoming part of truly multimedia campaigns
for advertisers who are themselves involved in a dynamic conversation
with their customers.”
Stokes told The Independent that the new figures heralded a “golden age for the digitally empowered customer.”
Source: DMA
Author: Nicola Carpenter
Date: 16/06/2011