IAB BOOKMARKS AWARDS & SUMMIT Special Section

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[IAB Digital Summit 2016] The UK's digital ad dominance

Guy Phillipson took over as CEO of Internet Advertising Bureau (IAB) in January 2005 when UK online ad revenues totaled just £825 million.

Guy Phillipson
Guy Phillipson

ollowing his 100-day review, the IAB was restructured and repositioned as a valuable resource for marketers to help them make the most of all online advertising disciplines, including search, display, video and mobile, with the emphasis on growing brand spend online. Today, it accounts for 40% of total ad spend and has overtaken TV as the most dominant channel in the UK.

I sat down with Phillipson at the IAB Digital Summit to discuss this:

1. The growth of digital spend in the UK has overtaken that of TV and is now 40% of total ad spend. How did the UK achieve this?

Phillipson

2. What is your view on digital in South Africa?

Phillipson

3. We have an issue here with a vast number of our population lacking an internet connection. While the connection rate is increasing it’s still a big challenge for us, hence the dominance of TV and radio.

Phillipson

Time to open our eyes to those opportunities. Click here for more of Phillipson’s views of digital in SA.

About Ann Nurock

A former CEO of Grey South Africa and President/CEO of Grey Canada, Ann Nurock is now the Africa Partner of Relationship Audits and Management, a global consultancy specialising in the measurement, risk mitigation and optimisation of B2B relationships. Contact details: moc.stiduapihsnoitaler@kcorun.nna | Twitter @Annnurock

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