Television advertising spend has grown by 8pc in the UK this year, but is set to be overtaken by the internet by 2018 This Christmas will see a record amount of TV advertising spend in the UK, according to a new report. The latest global advertising spend forecast by ZenithOptimedia says that £310m (7.9pc of total UK ad spend) will be spent in December – a historic high for TV advertising spend during the Christmas season in the UK. This is up from £287m in 2014.
From ad networks and exchanges to demand-side platforms and other app publishers, app marketers have left no stone unturned when it comes to finding new mobile channels on which to advertise their apps. And yet, as the market matures and evolves, most developers are finding mobile as a channel to be saturated, competitive and increasingly expensive. For help, some app marketers have turned to television to promote their apps. It started, notably, during this year’s Super Bowl, with commercials for not one but two different mobile games — Clash of Clans and Game of War, featuring celebrities no less than A-listers Liam Neeson and Kate Upton. The industry took notice, and many other app developers have since followed suit. Slowly but surely, the mobile industry is turning to TV advertising as a critical component in the overall marketing mix.
For fifty years or more TV advertising was regarded as the holy grail of advertising but as there were only a couple of commercial networks available it was also extremely expensive and beyond all but the biggest brands. However,with the advent of the dot-com revolution during the past two decades many new and increasingly innovativeavenues for advertisers have emerged for them to use in the digital age.
Spending by travel companies on TV advertising in the UK increased by one-third in the first months of this year. The figures, compiled by Neilson and reported by Travel Weekly sister website Travolution, show a 33% rise in TV ad spending compared with January to May last year, with much of the increase driven by leading online travel agents (OTAs).