Future of Web Ads in Britain

The New York Times has published an article stating that the UK is more advanced in Internet Marketing than the US is….

Soooo many things popped into my head when I read this, I don’t know where to start! My initial thoughts were of surprise as it has always been my impression that all the big inovators come from the states, namely California, Silcon Valley, Stanford, you get the idea. However I was only a hop, skip, and a jump away from thinking that even though these are hubs for the development of online advertising, we in the UK can still trump all in SPEND! If you build it, we will come.

The article reads: “Online advertising is racing ahead in Britain, growing at a roughly 40 percent annual rate, and is expected to account for as much as 14 percent of overall ad spending this year, according to media buying agencies. That is the highest level in the world, and more than double the percentage in the United States”. Yep sounds like spend to me. Louise Story and Eric Pfanner go on to write:

“British marketers seem to have bought into the oft-touted benefits of Internet advertising: that it is easy to track, enormously effective and a relative bargain”. Oh we have, hook, line, and sinker. Let me put it to you this way, how many potential clients saw your ad in the yellow pages last month? How many saw your adwords ad? Some things are black and white.

Rob Noss, European chief executive of MindShare Interaction, a new media division of Group M’s MindShare unit is quoted saying “British financial-services companies have been particularly aggressive online spenders, in some cases allocating 30 percent or 40 percent of their advertising budgets to the Internet”. Uh, how about 80 to 100 percent.

Typically these online advertising budgets are coming from the offline advertising pots. It’s the newspapers and television commercials that are getting hit the hardest. But with behaviorial targeting and just the simple technology that allows us to track a visitor path, internet marketing has become a no-brainer.

Like anything else, there will be many factors contributing to why the ‘Future of Web Ads is in Britain’. The US focus more on local online advertising, whereas the UK is more National, we in the UK use the Internet more, the US has more of a TV culture, etc. However, reagardless of all mitigating factors, as I read this article, one thing came to mind, from a Canadian search engine marketer living in the UK….”What are you waiting for?!” OK, two things came to mind, “When’s my next flight over?” I’ll gladly ride that wave again!

Surfs up people….


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