Skip to main content

London 2012 Summer Olympics will Boost Advertising


I'm attending the Digital Shoreditch Festival, later this month when I visit London, England (my home town). One of the storyline topics that I'll be researching is how the savvy local digital media talent will be capitalizing on the upcoming London 2012 Summer Olympics event coverage.

According to the latest assessment by eMarketer, in 2012 the total advertising spending growth within the UK will outpace the rest of Europe and the U.S. market for one reason: the highly anticipated global media buzz that will surround the London Olympics.

In February, Strategy Analytics forecast that total ad spending in the UK will increase by 4.2 percent, compared to 3.7 percent in Europe overall and 2.7 percent in the U.S. marketplace.

The boost from the Summer Olympics will push the UK closer to the worldwide average of 4.9 percent, which is buoyed by fast growth in emerging markets like China, Brazil and India.

By comparison, eMarketer estimates that UK total advertising spending will increase 4.8 percent, up from 3 percent in 2011, showing an apparent convergence in the market projections.

"This summer's Olympics are already generating extra interest and investment in UK advertising, as brands ramp up activity focused on the Games and the audiences they will attract," said Karin von Abrams, senior analyst at eMarketer. "The most recent Bellwether study from the Institute of Practitioners in Advertising (IPA) also points to an uplift in ad spending this year, despite a generally gloomy economic picture."

More British marketers have increased their ad spending in Q1 2012 than had cut back -- that's the third successive quarter this has happened. Online spending in particular rose by 7.8 percent during the quarter, according to the IPA.

Strategy Analytics estimates that online ad spending will be a bright spot across the board, rising 10.6 percent in the UK, 11.7 percent throughout Europe and 12.8 percent worldwide.

Once again, eMarketer's forecast concurs, estimating UK online ad spending will jump 12 percent and reach £5.09 billion ($7.84 billion) in 2012, before it likely stabilizes at 10 percent growth by 2013.

Popular posts from this blog

Virtual Reality Market Set to Reach $100 Billion

Virtual Reality (VR) market growth is now finally coming to fruition. Thanks to current actions and market momentum, VR is approaching what can be considered critical mass. And, not a moment too soon. This growth momentum comes from new hardware and content releases, accelerating enterprise value recognition, and a significant metaverse wild card that could potentially lift adoption and usage. According to the latest worldwide market study by ABI Research, over 85 million VR Head Mounted Displays (HMDs) will be shipped in 2027 across consumer and enterprise segments, creating a $100 billion VR market that includes hardware, software, and services. Virtual Reality Market Development "Expectations have been high in VR for years, and even decades, without notable growth to show. That growth is finally coming over the next five years," said Eric Abbruzzese, research director at ABI Research . The barrier to entry is lower than ever, all while content performance and user experien

Human Resource Transformation Enabled by IT

Many senior executives are taking a proactive approach to digital business transformation in order to achieve their strategic goals. Delivering revenue growth and profitability is now imperative for every function, including Human Resources (HR). The top 3 priority HR technologies this year are skills management, learning experience platforms, and internal talent marketplaces, according to the latest worldwide market study by Gartner. "With a tumultuous global economy, HR technology leaders face a balancing act in 2023," said Sam Grinter, director at Gartner . "Leaders must anticipate greater levels of accountability and demand for measurable outcomes to justify new technology investments." HR Transformation Market Development Forty-four percent of HR leaders report driving better business outcomes is their number one strategic priority for HR technology transformation over the next three years. Growth in headcount and skills (26 percent) and cost optimization (17 p

How Savvy Pioneers Lead the Future of Work

Hybrid and fully remote work are inevitable in the Global Networked Economy where high-performance talent demands flexibility from employers. To enable these progressive work models, organizations are investing in a wide range of technologies to support more agile types of employment.  According to the latest worldwide market study by International Data Corporation (IDC), leading organizations will spend nearly $1 billion on the Future of Work (FoW) in 2023 -- that's an increase of 18.8 percent over 2022. Future of Work Market Development "Work models continue to evolve, but 37 percent of decision-makers in a recent global survey note that Remote and Hybrid work models will be an embedded part of accepted work practices, supported by a continued shift to the cloud, increasingly instrumented and interconnected physical workplaces, and intelligent digital workspaces," said Holly Muscolino, group vice president at IDC . According to the IDC assessment, organizations must mak