UK goes digital

UK set to be first country in which more than half of ad spend goes digital

http://www.theguardian.com/media/2014/dec/01/gadget-obsessed-uk-top-digital-advertising-spend 

The UK is predicted to become the first country in the world where more than half of all advertising spend goes to digital media – thanks to a national obsession with gadgets, social media and online shopping. Next year more money will be spent on internet advertising than in traditional media such as newspapers, magazines, TV, cinema, radio, and billboards, posters and buses combined.

According to Group M paid search advertising will grow to £4.2bn, with about 29% of that on mobile devices, most of which is hoovered up by Google, which has more than 90% share of the UK market.

The next closest countries likely to reach the milestone are Sweden (47% of total ad spend will be digital), Denmark (43%), Australia (42%) and Norway (40%).

·         Group M is forecasting that more than £160m in print advertising will be lost from the UK newspaper market next year.

·         National newspaper advertising is predicted to decline 8.3% to £908m next year, and £80m year-on-year fall.

·         Regional newspapers are expected to see a 9.1% fall in print ad revenues to £820m, a fall of £82m year-on-year.

In my opinion this highlights the massive impact new and digital media is having on society and advertisers realise that online is now the best place to advertise their products. This links to the issue of newspapers constant losses, as advertisers no longer see newspapers as a major form of media in which they can advertise their rpoducts due to the decline of print media