UK Publishers Record Boost in Digital Advertising Revenue

MPP Global Posted by MPP Global on Tuesday, 17 September 2013

Online video and display advertising has helped publishers in the UK achieve 14 per cent growth in the second quarter of 2013, compared to the same period, according to a new report by the Association of Online Publishers (AOP).

The AOP Digital Publishers Revenue Index Report, conducted by Deloitte and seen by MediaWeek, found organisations are focusing on introducing new services in the third quarter of 2013.

In total, 65 per cent of individuals reported positive total advertising growth in the second quarter of 2013, with just three per cent saying they saw a decline.

Online video remains the fastest growing advertising format for digital publishers and saw a 21 per cent boost year on year. Display advertising grew 12 per cent, while classified advertising revenues were flat during the same period, having previously been in decline during 2012.

Publishers have been moving large quantities of their content to the internet as physical newspaper and magazine sales fall. Consumers are now using the web to get their news and media, so it is only natural for organisations to go digital.

Tim Cain, Head of Research at the AOP, told MediaWeek: “The second quarter ad revenue growth performance reiterates that seen for the first quarter. Once again premium content publishers’ performance continues to exceed the online industry as a whole.”

This switch to eCommerce requires an online payment system for consumers to pay for the content they receive and a long term strategy is necessary as internet usage grows.

Paywalls have been a good source of income for many companies that have gone digital and advertising is another important area to consider. Of all the AOP board members that took part in the study, 92 per cent expect growth in digital advertising spend in the third quarter of 2013, with 92 per cent selecting ‘Advertising revenue growth’ as the biggest priority over the next year.

Confidence in the publishing industry was low when the digital revolution took hold, but it is now looking more buoyant as it takes advantage of the new media platform.