When The Brits Are The Early Adopters . . .

Posted by: Jon Fine on May 30, 2006

… you begin to suspect the US might be really screwed. If I recall correctly, in Hammer of the Gods Robert Plant was quoted as being all agog about the US when Led Zeppelin first toured here, because the telephones actually worked.

But that was then. (Insert references to cell phone behaviors, and the next-generation agility of media companies there; scroll down to “BBC 2.1.”) This year, ad spending on ‘Net in the UK will overtake spending on national newspapers, according to ad heavy Group M.

The caveats: This is only national newspapers, although this is a bigger category in the UK than in the US. Web ad spending still trails the spending in the UK’s regional newspapers, albeit only slightly.

What really caught my eye, though, is Group M’s expectation that 13.3% of all UK ad spending will go to the Web this year. That’s about twice as much as the Web will get in the US this year, if I recall the figure from a recent Merrill Lynch analyst report correctly. (And which I’d quote from if I hadn’t stupidly deleted.)

Reader Comments

blammo

May 30, 2006 3:18 PM

The % of total marketing spend going to online, doubling the US is interesting. Could this be because less attention is paid to television compared to the US market? Consumption may be lower and channel choice is narrower, making it a less valuable medium for marketers. My superficial impression of UK media is a whole lot of print and outdoor.

Don

May 31, 2006 4:02 PM

I have long believed that the web advertising content model- Advertising to drive interest to your website- was a ridiculous concept. Simply driving home name recognition without generating click-throughs would mimic print and TV AND be more affordable. Out would be Google paid search terms and in would be banner ads saying, "Snickers, there's one in your office's snack machine RIGHT NOW."

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The media world continues to shapeshift as new forms arise and old assumptions erode. On this blog, Bloomberg Businessweek will provide sharp analysis and timely reports on the transformation of this constantly changing terrain.

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