CAMPAIGN INTERACTIVE: INTERNET ADWATCH - Growing adspend reflects greater online confidence, Gordon MacMillan reports

Online adspend continues to rise, with an individual advertiser registering a monthly spend of more than pounds 100,000 for only the second time in the UK. This time, like last time, it was IBM, which spent pounds 117,000 in July and just sneaked into six figures in November.

Online adspend continues to rise, with an individual advertiser

registering a monthly spend of more than pounds 100,000 for only the

second time in the UK. This time, like last time, it was IBM, which

spent pounds 117,000 in July and just sneaked into six figures in

November.



Entry into the top ten is getting more difficult: Hewlett Packard made

it in November with a spend of pounds 37,000, while in October, Amazon

managed it with pounds 26,000. The online bookstore is still there in

November after more than doubling its budget to pounds 53,000.



It all points to a growing confidence in online advertising, which is

also reflected in the growth of total adspend, which hit pounds 2.3

million in November, compared to pounds 1.6 million for October.



We are seeing more and more advertisers running long-term campaigns.



IBM, Amazon and BT have spent the last four months among the UK’s top

ten, while British Airways has spent three.



Yet, the entertainment sector is a surprisingly small spender. Dominated

by traditional media owners such as the BBC and Emap, the sector’s top

ten includes no fewer than five companies which failed to pass the

pounds 5,000 threshold in November. Not one entertainment advertiser

muscled its way into the top ten. The biggest spender was NetBet, a

Channel Islands-based company that runs a tax-free online betting

service.





TOP 10 UK ADVERTISERS

Rank                     Estimated value*(pounds 000s)

1      IBM                                         101

2      Microsoft Corporation                        92

3      Nationwide Building Society                  66

4      Orange                                       55

5      Amazon                                       53

6      General Motors                               49

7      British Airways                              48

8      United News & Media                          42

9      BT                                           40

10     Hewlett Packard                              37

       Total adspend in November                 2,300

       Total spend in year to date              14,000

TOP 10 UK ENTERTAINMENT ADVERTISERS

Rank                     Estimated value*(pounds 000s)

1      NetBet (Alderney)                            34

2      BBC                                          33

3      Emap                                         16

4=     Gillette Industries                          13

4=     Carlton Communications                       13

5=     Reader’s Digest Associations                n/a

5=     British Film Institute                      n/a

5=     Direct Network Publishing                   n/a

5=     CBS                                         n/a

5=     Disney                                      n/a

       Total adspend in November                   250

       Total spend in year to date               1,000



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).