1. Advertising in UK –
market, trends, government
regulation, innovation
Mark Leaver
mark.leaver@uktispecialist.com
+44 (0)7884 490937
2. Defining Advertising?
Advertising is a form of
communication intended to persuade
an audience (viewers, readers or
listeners) to take some action, usually
to purchase or consume a product or
service.
4. Advertising in the UK
• 13,000 businesses in the sector
• Employs 250,000 people
• Produces £6.2 billion of the UK GVA
annually
5. Advertising is important
Advertising funds 75% of commercial
television, 95% of national
press, 80% of magazines, and 95% of
commercial radio in the UK.
It also drives innovation.
16. % Share by medium of total ad revenue
0
10
20
30
40
50
60
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Press
TV
Internet
Outdoor & Transport
Radio
Cinema
%
Source: Advertising Association Expenditure Report 1995-2011
Note: Figures are at current prices and gross.
20. Key drivers – UK digital market
• 9th largest global internet population
• Highest per capita online spend in G20:
UK €1563
• 58% smartphone penetration
• 24.7M UK consumers using m-
commerce
• 12% UK households own iPad / tablet
• 37.4MFacebookusers
21. Key drivers
• World has changed
• Flexibility of digital
• Highly targeted
• Track ROI
• Generate dialogue
22. Impact of social media
• Impossible to overstate
• Interaction not broadcast
• Enable peer advocacy
• Generate exploitable data
• Viral
36. Likely FDI prospects:
Major ad agencies have London
presence so:
• Audience measurement
• Audience engagement
• Creative innovation
• Effectiveness / ROI