Europe Advertisement Industry Analysis, UK Advertisement Industry Mergers - Ken Research

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Evolution Digital Advertising to Boost UKs
Advertising Market-Ken Research
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Earlier, TV dominated the advertising market
accounting for a major share because it was the
most influential and favoured media due to its
ability to reach mass audiences. The increasing
online marketing has developed an effectiveness
of commercials and reaches a wider target
audience browsing internet. Advertisers also
focus on the refinement of digital advertisements
with contrast and content. The high rate of
digital penetration, availability of audience,
and high disposable income are a few factors
contributing to the growth of the advertising
market in the United Kingdom. The growing
popularity of digital media and social media
marketing are an added advantage in the
advertisement market in UK. Advertising is a key
market for the growth in social media
advertising. It offers a platform for
advertisers, especially during special events,
which increases return on investment. Factors
such as paid search options, personal customer
information database helps majority of the
vendors analyze behaviour patterns and
preferences while advertising any products.
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Online advertisement will help businesses create
brand awareness and market products based on
end-user needs. The competition in the
advertising market is between the existing
established players with massive capital
investments and high advertising budgets. The
demand for advertisements depends on the economic
condition and corporate profits of an
organization. All the advertisers focus on the
preferences to maintain their market value and
share. The various channels in the advertising
market are TV, Digital, Print and OOH
(Out-of-home advertising). According to the
study Advertising in United Kingdom ISIC 743,
TV advertising is a major platform that enables
advertisers to create awareness and promote
products because it is the largest medium to
reach people in every corner of the world.
Advertising on TV is processed through
traditional commercial channels, multichannel
advertising, or online TV advertising, which is
the latest trend. The government in United
Kingdom and NGOs are investing on television
advertising. There are many ways of advertising
such as terrestrial, multichannel, online, radio
and television advertising.
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Recovery in global economy, increased time spend
on digital media and increase in small scale
advertisers are the major factors driving the
growth of the advertising market in the United
Kingdom. Advertising market is highly fragmented
due to numerous and competitive vendors.
Advertising companies compete on the basis of
factors such as features, quality, technology,
security, and pricing. They focus on development
of advanced technologies and are also constantly
investing in designing, planning, developing, and
expanding existing facilities. United Kingdom
ranks fourth among the worlds largest
advertising markets, and first in Europe. UK
digital advertising has overtaken UKs television
advertising and accounts for a largest share of
advertising spending. This trend will continue
over the next few years due to drastic growth in
social media advertising spending. Online
advertising medium uses internet for advertising
a product or services which is a popular media of
advertising due to its wide reach, flexibility,
and accessibility. Internet advertising can be
customized, making consumer targeting more
efficient and precise. It was observed that there
will be an increase in mobile advertising over
the next few years.
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