Spotlight at the National Careers Service
The rise and rise of online advertising
In the past, the advertising industry has been hit hard by recessions. This one has been no different, but if you want to see an advertising success story you should look no further than online ads.
A recent report published by the Internet Advertising Bureau UK (IAB) reveals that spending on online advertising, also known as digital marketing, increased by 14.4% to £4,784 million in 2011. This represents a rise of £687 million on the previous year. And when you consider that in the whole of 2002 only £197 million was spent, you can see how important advertising on the internet has become.
Almost 75% of online ads came in the form of banner ads and other embedded formats. In particular, spending on banner ads on social media platforms such as Facebook, YouTube and LinkedIn, rose 75% in just one year from 2010 to 2011.
Online video advertising is also growing incredibly quickly – spending has increased from just £12 million in 2008 to £109 million in 2011.
Another big growth area was advertising on mobile devices, such as smartphones and tablets, with £203 million spent in 2011.
You can read more about the report, and digital marketing in general, on the websites of the Institute of Promotional Marketing and the Internet Advertising Bureau.
Advertising and marketing jobs can require creative, technical or business skills - or a mixture of all of them. If you want to get into the booming online advertising industry, why not check out these job profiles? They can help you decide which job and training route would suit you.
