Top 100 online advertisers: Brands rein in online display adspend

More than a third of the UK's top 100 online advertisers reduced their online display adspend last year, with marketing budgets failing to reflect the rhetoric heralding the importance of the medium.

O2: top spender on online advertising in 2010
O2: top spender on online advertising in 2010

According to figures compiled exclusively for Marketing by Nielsen, mobile services provider O2 was the biggest online display advertiser in the UK, despite reducing its budget by almost 30% year on year to £9.9m.

Although the figures do not include spend on keyword search or social media, they suggest that major FMCG firms still allocate only a small proportion of their budgets to paid-for online advertising.

Procter & Gamble, the UK's biggest advertiser, devotes just 1.3% of its spend to paid-for online display ads, while Unilever invests £2.6m, just 1.9% of its total media spend.

The COI posted the biggest year-on-year fall in the top 10, slashing its spend by 52% year on year to £4.6m. Conversely, Google increased its investment by 175% to £4m, dedicating 61% of its total media spend to online display ads.

Read full analysis of the figures and view the complete top 100 online advertisers table.