IAB Adspend Report: Industry Reaction Posted on | Mediatel


Adspend on smartphones has exceeded desktop for the first time and now accounts for 51% of total online spend, according to the latest IAB and PwC figures. Here, industry experts comment on the findings.

Jeremy Hine, CEO of MullenLowe Group  UK

Despite the debates around privacy and transparency in the industry, the key findings from this year’s IAB report show that digital advertising investment is still growing rapidly.

The IAB found that the total digital ad spend is 15 percent higher than last year and for the first time ever, spend on smartphones has overtaken desktop. This shows the continued confidence in the power of digital communications and that advertising spend is increasingly becoming representative of real consumer behaviour.

The dominance of smartphone advertising over desktop demonstrates that advertisers are more cognisant to what consumers are doing, and where they’re consuming media, making for a better ad ecosystem for all. I believe that this is a positive move for the industry as marketers are showing that they are creating strategies based on what they think is best for the consumer, rather than what they think is best for the client.

Creative communication agencies need to ensure that we prioritise building trust between ourselves and our clients by starting from a point of truth and doing what’s right for the brand – not suggesting ideas for their own sake.

Read the rest of the experts comments here 

This article was originally published on MediaTel