UK advertising expenditure grew 5.9% year-on-year in the first quarter of 2018, reaching £5.7bn, the latest Advertising Association/Warc Expenditure Report has revealed.
The robust growth in adspend made Q1 2018 the strongest first quarter in three years.
Mobile spending was up 26.5% across the three months, while overall internet spending was up 10.8%.
Almost all digital channels recorded a notable increase in spend, with video on demand up 11.9%, national newsbrands’ digital revenues up 2.9%, and regional newsbrands digital rising 16.6%, although magazines saw digital spend down 4.5%.
Luke D'Arcy, UK president at Momentum Worldwide, pointed out: "While digital still dominates, the growth of more traditional advertising channels is a symptom of brands having moved past the ‘digital gold rush’ of the past decade or so, and starting to think more broadly about the total brand experience, and all the touchpoints that their audiences engage with – whether that’s in person, over digital channels or via more traditional media."