The UK ad market dropped -2% in 2023 YTD (January to May), an improvement from the trends seen in the second half of 2022, when the market declined -4% year-over-year, according to new data from Guideline, powered by Standard Media Index (SMI). The study also found that digital media, which represented 55% of the share and grew +6%, was the driving force in the January-May 2023 period, with Outdoor also increasing +8%. All other media types showed declines.
At the same time, in its study about the UK ad market for the January-May 2023 period, Guideline discovered that the UK market delivered a better performance than other major English-speaking markets such as North America and Oceania, which decreased -3% and -4%, respectively.
While linear television dipped -16%, BVOD spend increased +7%, now representing approximately 25% of the premium video share across linear and digital. Within digital, programmatic buying grew +13% year-over-year. Meanwhile, social was +8% up, while search grew +2%.
Guideline's ad spend solution powers deep levels of reporting granularity for both the buy and sell sides, including visibility into publishers and product categories, and enabling a wide range of use cases for media owners, agencies, consulting companies, brands and financial investors as they optimize their media trading operations and drive new business.
This launch comes on the heels of the company's acquisition of Mediaocean's global media planning tool, Lumina, and rebrand to Guideline, which highlights the company's role as a trusted authority in guiding advertising decisions for a majority of the world's largest brands, agencies, and media owners.
Related News
