英国在线广告行业市场前景及投资研究报告-培训课件外文版2024.5游戏内置广告

DIGITAL

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TRENDSDigitaladvertisingintheUnitedKingdom(UK)CHAPTER

01OverviewoftheEuropeanmarketDigitaladvertisingspendingworldwidefrom2021to2026(inbillionU.S.dollars)Digitaladvertisingspendingworldwide2021-2026900800700835.82765.98695.96626.866005004003002001000567.49522.520212022*2023*2024*2025*2026*4Description:Itwascalculatedthatthedigitaladvertisingspendingworldwideamountedto522.5billionU.S.dollarsin2021.Thesourceprojectedthatby2026,thespendingwouldreach836billiondollars.ReadmoreNote(s):Worldwide;2021;includesadvertisingthatappearsondesktopandlaptopcomputersaswellasmobilephonesandtabletsandotherinternet-connecteddevices,andincludesallthevariousformatsofadvertisingonthoseplatforms;*[...]

ReadmoreSource(s):eMarketer;PubMaticDigitaladvertisingspendinginEuropefrom2006to2022(inbillioneuros)DigitaladvertisingspendinginEurope2006-2022IncludingBelarus&RussiaExcludingBelarus&Russia*1009080706050403020100928678.370.56066.456.459.150.251.945.83944.140.834.736.130.732.428.927.525.924.622.32218.818.917.21614.710.99.27.86.6200620072008200920102011201220132014201520162017201820192020202120225Description:In2022,digitaladvertisingspendinginEuropeamountedto86billioneuros,upbynearly10percentcomparedtothevalueof78.3billionrecordedayearearlier.ThesefiguresdonotincludeRussiaandBelarus.The2021marketsizeincludingthetwoEasternEuropeancountriesstoodat92billioneuros.ReadmoreNote(s):Europe;2006to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEurope;Varioussources(localIABoffices)DistributionofdigitaladvertisingexpenditureinEuropein2022,byformatDigitaladspendinginEurope2022,byformat100%90%80%70%60%50%40%30%49.9%43.5%20%10%0%6.6%DisplaySearchClassifieds/directories/affiliate6/statistics/455001/europe-distribution-online-ad-spend-by-formatIn2022,displaywasthelargestdigitaladformatinEurope,accountingfor49.9percentoftheadspend,followedbysearchwith43.5percent,andclassifieds,directories,affiliatewith6.6percent.Europeandigitaladspendstoodat86billioneurosin2022.ReadmoreNote(s):Europe;2022;figuresexcludeBelarusandRussiaSource(s):IABEuropeDistributionofprogrammaticadvertisingspendinginEuropefrom2016to2022,bymarketplacetypeProgrammaticadspendinEurope2016-2022,bymarketplacetypeOpenexchangePrivatemarketplace120%100%13.6%24.6%29.8%31.5%33.7%35%80%60%40%20%0%39.6%86.4%201675.4%201770.2%201868.5%202066.3%201965%60.5%202220217/statistics/1177276/digital-ad-spend-share-transaction-type-europeTheshareofprivatemarketplacetransactionsinprogrammaticadvertisingspendinginEuropeincreasedfrom13.6percentin2016to39.6percentin2022.Theshareofopenexchangetransactionsdecreasedfrom86.4percentto60.5percent.

ReadmoreNote(s):Europe;2016to2022Source(s):IABEuropeMobilerevenueshareofthedigitaladvertisingmarketinEuropefrom2018to2027MobilerevenueshareofdigitaladvertisinginEurope2018-202760%50%53.08%52.16%51.07%49.74%48.18%46.41%44.51%42.93%40.05%40%30%20%10%0%37.54%20182019202020212022202320242025202620278Description:ThemobilerevenueshareofthedigitaladvertisingmarketinEuropewasforecasttocontinuouslyincreasebetween2023and2027byintotal4.9percentagepoints.Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach53.08percentandthereforeanewpeakin2027.Notably,theindicator'AdSpendingShareDesktop&Mobile'ofthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):2018to2027Source(s):DigitalMarketInsightsDigitaladvertisingspendinginEuropein2022,bycountry(inmillioneuros)LargestdigitaladvertisingmarketsinEurope2022Spendinginmillioneuros15,00005,00010,00020,00025,00030,00035,000UnitedKingdomGermanyFrance29,45212,3948,731SpainItaly4,5024,419NetherlandsSwitzerlandSwedenAustria3,5873,3803,2062,190TurkeyCzechia2,1672,158NorwayDenmark1,7361,5949Description:In2022,theUnitedKingdom(UK)wasthelargestdigitaladvertisingmarketinEurope,withaspendof19.45billioneuros.Germanyrankedsecondwithanexpenditureof12.39billioneuros.ReadmoreNote(s):Europe;2022Source(s):IABEuropeCHAPTER

02OverviewoftheUKmarketDigitalpublisherrevenueintheUnitedKingdom(UK)from2ndquarter2019to2ndquarter2023(inmillionGBP)DigitalpublisherrevenueintheUK2019-2023200180176.9174165.1155.9154.8153.516014012010080152151.6151.8149.4137.8125.5117.1113.196.66040200Q22019

Q12020

Q22020

Q32020

Q42020

Q12021

Q22021

Q32021

Q42021

Q12022

Q22022

Q32022

Q42022

Q12023

Q2202311Description:Inthesecondquarterof2023,digitalpublishingrevenuesintheUnitedKingdom(UK)stoodat155.9millionBritishpounds,upby0.3percentcomparedtothesecondquarterof2022,whentherevenuesamountedto154.8millionpounds.

ReadmoreNote(s):UnitedKingdom;Q22019toQ22023Source(s):AssociationofOnlinePublishers;DeloitteDigitaladvertisingexpenditureintheUnitedKingdom(UK)from2008to2022(inbillionGBP)DigitaladvertisingspendingintheUK2008-20223025201526.123.4716.4715.6913.4411.6810.112016108.627.556.445.614.984.24503.693.362008200920102011201220132014201520172018201920202021202212/statistics/265267/digital-advertising-revenue-in-the-ukIn2022,digitaladvertisingspendingintheUnitedKingdom(UK)amountedto26.1billionBritishpounds.Thisfiguremarkedaboostof11percentcomparedtothepreviousyearwhilealsorepresentingthehighestonlineadexpendituretodate.

ReadmoreNote(s):UnitedKingdomSource(s):IABUK;PwCChangeindigitaladvertisingspendingintheUnitedKingdom(UK)from2020to2022DigitaladspendgrowthintheUK2020-202245%40%35%30%25%20%15%10%41%11%5.2%5%0%20202021202213/statistics/257241/digital-advertising-spending-growth-in-the-ukIn2022,digitaladvertisingspendingintheUnitedKingdom(UK)increasedby11percent,reachingover26billionBritishpounds.During2020,whentheadvertisingindustrywashitbytheCOVID-19pandemic,thegrowthwasestimatedat5.2percent.ReadmoreNote(s):UnitedKingdom;2020to2022Source(s):IABUK;PwCAdvertisinginflationrateintheUnitedKingdom(UK)in2023,bymediumAdvertisinginflationintheUK2023,bymediumAverageinflationrate0%2%4%6%8%10%12%TVAddressableTVE-commerceRadio11.3%6.1%3.8%3.5%SocialvideoDigitalvideoOOHPaidsearchCinemaSocialdisplayConnectedTVDigitaldisplayPrint3.1%2.7%2.5%2.3%2.1%2.1%1.8%1.7%1.4%VoDBVoD1%0.8%14Description:In2023,TVwasforecasttodemonstratethehighestlevelofadvertisinginflationat11.3percent,whilethelowestratewasexpectedforbroadcastervideo-on-demand(BVoD)at0.8percent.Inflationrateofecommercemediaadvertising(digitalretailmedia)wasprojectedtoamountto3.8percent.ReadmoreNote(s):UnitedKingdom;2023;forecastSource(s):Ebiquity;Varioussources(CortexMedia);WorldFederationofAdvertisersRevenueofdigitaladvertisingagenciesintheUnitedKingdom(UK)from2012to2022(inbillionGBP)RevenueofdigitaladvertisingagenciesintheUK2012-2022181614121016.613.1413.0611.8110.489.328.42864207.246.375.575.062012201320142015201620172018201920202021202215Description:In2022,therevenueofdigitaladvertisingagenciesintheUnitedKingdomwasestimatedat16.6billionBritishpounds.Revenueshavetripledsince2012,highlightingtheadvertisingindustry'srapidpushtowarddigitalization.ReadmoreNote(s):UnitedKingdom;2012to2022;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):IBISWorldNumberofdigitaladvertisingagenciesintheUnitedKingdom(UK)from2012to2022(in1,000s)NumberofdigitaladvertisingagenciesintheUK2012-2022987657.647.286.886.646.25.715.444.914.263.79432103.383.06201220132014201520162017201820192020202120222023*16Description:In2022,therewerearound7.28thousanddigitaladvertisingagenciesintheUnitedKingdom.Thenumberhasmorethandoubledsince2012,highlightingtheadvertisingindustry'srapidpushtowarddigitalization.ReadmoreNote(s):2012to2021;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):IBISWorldCHAPTER

03FormatsOnlineadvertisingspendingintheUnitedKingdom(UK)in2022,bytype(inmillionGBP)OnlineadspendintheUK2022,bytype14,00013,143.811,867.812,00010,0008,0006,0004,0002,00001,110.8845.3375.6302.2259.277.7SearchOnlinedisplayOnlineclassified

Broadcastervideo-

Onlinenational

Onlinemagazine

Onlineregionalon-demand

newsbrands

brands

newsbrandsOnlineradio18Description:In2022,onlineadvertisingspendingintheUnitedKingdomamountedto27.9billionBritishpounds.Thefiguresincludesearch,onlinedisplay,onlineclassifieds,onlinenationalandregionalnewsbrands,onlinemagazinebrans,aswellasonlineradio.Searchandonlinedisplayaccountedforthelargestsharesoftheonlineadspendpie,eachsurpassing10billionpoundsthatyear.ReadmoreNote(s):UnitedKingdom;2022Source(s):AdvertisingAssociation;WARCChangeindigitaladvertisingspendingintheUnitedKingdom(UK)from2021to2023,byformat/mediumDigitaladspendgrowthintheUnitedKingdom(UK)2021-2023,byformatFormat/medium202139%2022*33.2%20.9%7.4%3.8%5.8%2.9%4%2023*7.2%-6.1%5.4%-0.9%1%Digitalout-of-homeOnlineclassified8%Onlinedisplay47.2%48.8%22.7%52.2%36.9%38.5%40.2%OnlinemagazinebrandsOnlinenationalnewsbrandsOnlineradio6%OnlineregionalnewsbrandsSearch-1.1%6.2%4.4%11.7%10.5%Broadcastervideo-on-demand19Description:In2021,onlineradioadspendinghadthehighestgrowthrateamongdigitaladformatsintheUnitedKingdom(UK),increasingby52.2percentyear-on-year.Ayearlater,however,thecrownforthefastestgrowingdigitaladmediumwillgotodigitalout-of-home(DOOH)at33.2percentyear-on-yeargrowth.ReadmoreNote(s):UnitedKingdom;2021;formats/medianotmutuallyexclusive;*Forecast.Thesourcesprovidesthefollowinginformationaboutthemethodology:"BroadcasterVOD,digitalrevenuesfornewsbrands,magazinebrands,andradiostation[...]

ReadmoreSource(s):AdvertisingAssociation;WARCDistributionofdigitaladvertisingexpenditureofnonprofitsinCanada,theUnitedKingdom,andtheUnitedStatesin2022,byadformatNonprofitdigitaladspendinNorthAmerica&theUK2022,byformat40%36%35%35%30%25%20%15%10%5%22%5%3%0%0%0%MetaSearchDisplayVideoTikTokTwitterOthers20Description:In2022,nonprofitorganizationsfromCanada,theUnitedKingdom,andtheUnitedStatesinvested36percentoftheirdigitaladvertisingbudgetinMeta(InstagramandFacebook)ads,whichmadethetwosocialplatformsthemostinvested-inmediaamongnonprofits.Searchanddisplayfollowed,with35and25percent,respectively.ReadmoreNote(s):Canada,UnitedKingdom,UnitedStates;2022;215respondents;non-profitorganizationsSource(s):M+RPrimarymarketingchannelsofbusiness-to-consumer(B2C)marketersintheUnitedKingdomasofspring2022LeadingB2CmarketingchannelsintheUK2022Shareofrespondents10%0%5%15%20%25%30%SocialmediaWebsite25.65%20.83%Email12.74%11.19%InfluencermarketingVideo/podcastEvents7.92%7.23%6.2%Broadcast(TV/radio)Print/directmailOut-of-home(e.g.billboards)Other4.13%3.96%0.17%21Description:Duringa2022surveycarriedoutintheUnitedKingdom,roughly26percentofrespondingbusiness-to-consumer(B2C)marketersstatedthatsocialmediawastheirprimarymarketingchannels.Websiteandemailfollowed,namedby21percentand13percentofrespondents,respectively.ReadmoreNote(s):UnitedKingdom;spring2022;208respondents;amongmarketingdecision-makersSource(s):CureMediaMarketingchannelswithhighestgrowthpotentialaccordingtobusiness-to-consumer(B2C)marketersintheUnitedKingdomasofspring2022B2CmarketingchannelswithhighestgrowthpotentialintheUK2022Shareofrespondents0%5%10%15%20%25%SocialmediaInfluencermarketingWebsite23.75%14.29%13.93%Video/podcastMetaverse11.79%8.57%Email6.43%6.07%6.07%Broadcast(TV/radio)EventsOut-of-home(e.g.billboards)Print/directmailOther4.64%4.29%0.18%22Description:Duringa2022surveycarriedoutintheUnitedKingdom,almost24percentofrespondingbusiness-to-consumer(B2C)marketersstatedthatsocialmediawasthemostpromisingmarketingchannelintermsofitsgrowthpotentialwithinthefollowingthreeyears.Influencermarketingandwebsitefollowedinsecondandthirdposition,bothmentionedbyaround14percentofrespondents.ReadmoreNote(s):UnitedKingdom;spring2022;208respondents;amongmarketingdecision-makersSource(s):CureMediaCHAPTER

04MobileMobileadvertisingspendingintheUnitedKingdom(UK)from2021to2025(inbillionU.S.dollars)MobileadvertisingspendingintheUK2021-2025353029.3326.924.532521.6718.79201510502021202220232024202524Description:Inearly2021,thesizeofthemobileadvertisingmarketwasestimatedat18.8billionU.S.dollars.Thesourceprojectedthespendingwouldincreaseto29.3billionby2025.Year-on-yeargrowthisexpectedtostayinblack,butslowlyslowingfromover19percentinthefirstpresentedyeartoninepercentinthelast.ReadmoreNote(s):UnitedKingdom;March2021;forecastSource(s):eMarketer;IABEuropeChangeinmobileadvertisingspendingintheUnitedKingdom(UK)from2021to2025GrowthofmobileadspendintheUK2021-202525%19.4%20%15%10%5%15.3%13.2%9.7%20249%0%202120222023202525Description:In2021,mobileadvertisingspendingintheUnitedKingdomwasestimatedtoincreasebymorethan19percent.Thesourceprojectedthatthemarketwouldcontinueexpandingoverthefollowingfiveyears,eventhoughthegrowthwouldgraduallyslowdown,toreachninepercentin2025.ReadmoreNote(s):UnitedKingdom;March2021;forecastSource(s):eMarketer;IABEuropeShareofmobileindigitaladvertisingspendingintheUnitedKingdomfrom2008to2022MobileshareofdigitaladspendintheUK2008-202270%60%50%40%30%20%60%59%58%56%51%45%37.52%29.27%21.61%201415.86%20139.37%201210%4.08%1.98%20100.77%20081.03%20090%20112015201620172018201920202021202226Description:In2022,mobileadvertisingaccountedfor58percentofthetotaldigitaladvertisingspendingintheUnitedKingdom(UK).Mobileadrevenuestoodat15.06billionanddigitaladrevenueat26.12billionBritishpounds.ReadmoreNote(s):UnitedKingdomSource(s):IABUK;PerformanceMarketingWorld;PwCShareofmobileinmarketingbudgetsintheUnitedKingdom(UK)asofFebruary2023ShareofmobileinmarketingbudgetsintheUK202330%25%27.64%20%17.85%14.77%15%10%5%0%CurrentlyInthenext12monthsInfiveyears27Description:Duringasurveyheldinearly2023,itwasfoundthatatthatpointintimeUKmarketersspentonaverage14.77percentoftheirmarketingbudgetsonmobilemedia;thisvaluewasexpectedtoincreaseto27.64percentinthecomingfiveyears.

ReadmoreNote(s):UnitedKingdom;January10toFebruary1,2023;143respondents;meanvalues/amongmarketingleadersfromfor-profitcompaniesSource(s):TheCMOSurveyContributionofmobilemarketingtotheperformanceofcompaniesintheUnitedKingdom(UK)in2022Contributionofmobilemarketingtocompanies'performanceintheUK202235%30.7%30%26.6%25%20%17.3%15%13.3%9.3%10%5%1.3%61.3%0%1=notatall23457=veryhigly28Description:Duringasurveyheldinearly2023,nearly31percentofrespondingmarketingleadersfromtheUnitedKingdom(UK)statedthatmobilemarketingdidnotcontributeatalltotheperformanceoftheircompaniesduringthepandemic;1.3percentstatedtheybelieveditcontributedveryhighlytotheperformance.ReadmoreNote(s):UnitedKingdom;January10toFebruary1,2023;143respondents;amongmarketingleadersfromfor-profitcompaniesSource(s):TheCMOSurveyShareofmarketersincreasingordecreasingspendingonAndroidandiOSintheUnitedStatesandtheUnitedKingdomasofJanuary2022ShareofmarketersincreasingAndroidoriOSspendintheU.S.andUK202270%59%60%50%40%30%20%10%0%27%IncreasedspendonAndroid,decreasedspendoniOSIncreasedspendoniOS,decreasedspendonAndroid29Description:AccordingtoasurveyconductedamongmarketersintheUnitedStatesandtheUnitedKingdominJanuary2022,59percentofrespondentssaidtheyincreasedtheirspendingonAndroidanddecreasedtheirspendingoniOS,while27percentsaidtheymovedtheirbudgetsintheotherdirection.ThiscameasalmostfouroutoftenrespondentssaidtheyhadlostrevenueduetoApple'schangestoitsidentifierforadvertisers(IDFA),whichcameintoeffectinApril2021.

ReadmoreNote(s):UnitedKingdom,UnitedStates;January17to26,2022;302respondentsSource(s):AtomikResearch;ExchangeWire;TenjinCHAPTER

05ConsumerinsightsDifferencebetweenadvertisingspendingandtimespentwithselectedmediaintheUnitedKingdomin2022(indexscore)Adspendvs.mediatimegapintheUK2022Score-150-100-50050100150SocialmediaPrintpressLinearTV119.547.522OnlinepressOnlinevideoRadio-13.5-19-61.5OnlineaudioPodcasts-96.5-9731Description:Amongthepresentedmedia,podcastsareprojectedtobethemostunder-investedmediaintheUnitedKingdomin2022.Itisexpectedtotakeasignificantlylargershareofconsumers'mediatimethanthesharetheytakeofadspending.Thesituationisexpectedtobeoppositeforsocialmedia.ReadmoreNote(s):UnitedKingdom;October2021;forecastSource(s):estimates;Varioussources(CMOsMagazine);WARCTrustinadvertisingamongconsumersintheUnitedKingdom(UK)in2022,bymediumConsumertrustinadvertisingintheUK2022,bymediaShareofrespondents15%

20%0%5%10%25%30%35%40%TVCinema34%32%32%RadioPrinted29%Out-of-homeNewspaperMagazine30%28%28%DirectmailPodcast23%23%23%OnlineTailoredonlineadsMobile20%18%18%SocialmediaInfluenceradvertising16%32Description:Duringa2022surveyfieldedamongadultsintheUnitedKingdom,gaugingtheirperceptionofadvertising,itwasfoundthat34percentofrespondentsstatedthattheyfoundadvertisingtheytrustedonTV.TVwasthemosttrustedmediumamongthesevenpresented.Cinemaandtheradiorankedsecond,bothnamedby32percentofinterviewedconsumers.ReadmoreNote(s):UnitedKingdom;2022;18yearsandolderSource(s):Craft;Credos;MarketingWeekAttitudestowardsonlineadvertisingintheUKasofJune2023AttitudestowardsonlineadvertisingintheUK2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%42%IamoftenannoyedbyadvertisingontheinternetItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturn38%37%Iuseadblockerswhenbrowsingtheinternet25%Iamexcitedaboutusingthemetaverse(immersivevirtualworld)IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIdon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove20%20%15%12%7%33Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostUKrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.42percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):UnitedKingdom;July2022toJune2023;4030respondents;18-64yearsSource(s):ConsumerInsightsDigitaladvertisingtouchpointsintheUKasofJune2023DigitaladvertisingtouchpointsintheUK2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%SocialmediawebsitesandappsVideoportals(e.g.,YouTube)43%37%Searchengines35%Video-streamingservices(e.g.,Netflix,AmazonPrime)Onlinestores31%27%27%WebsitesandappsofbrandsandproductsOtherapps(smartphone/tablet/console/PC/SmartTV)Videogames(smartphone/tablet/console/PC/SmartTV)Musicportalsandstreamingservices(e.g.,Spotify)Podcasts21%20%18%17%Editorialwebsitesandapps(e.g.,newssitesandmagazines)Blogs/forums13%10%10%Newsletters34Description:"Socialmediawebsitesandapps"and"Videoportals(e.g.,YouTube)"arethetoptwoanswersamongUKconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".ReadmoreNote(s):UnitedKingdom;July2022toJune2023;24183respondents;18-64yearsSource(s):ConsumerInsightsConsumerattitudestowardspersonalizedandcontextualadvertisingintheUnitedKingdomasofMarch2022AttitudestopersonalizedadvertisingintheU.K.2022Respondents

who...Share

ofrespondents...aremorecomfortableseeingonlineadsthatarerelevanttothewebpagetheyappearwithinthanadsthatarebasedontheirbrowsinghistory79%...wouldbetemptedtobuyaproductfromanonlineadthatisrelevanttothewebpagetheyarelookingatinthatmoment65%35%80%66%...wouldbetemptedtopurchasefromanonlineadbasedoncontenttheyhaveviewedinthelast30days...wouldbemoreopentoseeingonlineadsonawebsiteiftheadsdon`trequiretheuseoftheirpersonaldata...areuncomfortablewithbrandstrackingtheirbrowsinghistoryinordertoshowthempersonalizedadsonline35Description:Duringa2022surveycarriedoutintheUnitedKingdom,66percentofrespondentsstatedtheywereuncomfortablewithbrandstrackingtheirbrowsinghistoryinordertoshowthempersonalizedadsonline;79percentsaidthattheyweremorecomfortableseeingonlineadsthatwererelevanttothewebpagetheyappearedwithinthanadsthatwerebasedontheirbrowsinghistory.ReadmoreNote(s):UnitedKingdom;March16and17,2022;1,027respondents;18yearsandolderSource(s):GumGum;HarrisPollNumberofcomplaintsaboutdigitaladvertisingandresultingcasestakenupbytheAdvertisingStandardsAuthority(ASA)intheUnitedKingdom(UK)in2022,byadlocationComplaintsaboutdigitaladvertisingintheUK2022,byadlocationNumberofcomplaintsCases2,000Complaints3,00001,0004,0005,0006,0007,0008,0006,523Website,socialmediaorapp(ownsite)Website,socialmediaorapp(influencerad)Website,socialmediaorapp(paidad)Videoondemand7,2874,0445,3182,8933,7195104181,298Search432132170Game115Messagingapp1483544AudiopodcastorondemandWebsite,socialmediaorapp(other)AugmentedorvirtualrealityVoiceassistant8845110Viral036Description:MostcomplaintsaboutdigitaladsfiledtotheAdvertisingStandardsAuthority(ASA)in2022regardedadvertsappearingontheadvertiser'sownwebsite,socialmediaaccountorapp.Secondlargestcategorywereinfluencerads(website,socialmediaorapp).Ingeneral,onlineadsattractedmostcomplaints,followedbyadsinTVandoutdoormedia.TheASAistheadvertisingregulatorintheUnitedKingdom(UK).ReadmoreNote(s):UnitedKingdom;2022Source(s):AdvertisingStandardsAuthority(UK)ShareofadultswhopreferredbrandsthatnevercollectedorusedanypersonalinformationinitsadvertisingtobrandsthatdidintheUnitedKingdom(UK)asofFebruary2023PreferencetowardsbrandsnotusingconsumerdatainadvertisingintheUK202335%32.16%31.31%30%25%20%15%10%5%20.91%7.42%5.67%2.54%0%StronglyagreeSomewhatagreeNeitheragreenordisagreeSomewhatdisagreeStronglydisagreeDon'tknow37Description:DuringaFebruary2023surveycarriedoutamongconsumersintheUnitedKingdom(UK),roughly52percentofrespondentsstronglyorsomewhatagreedthattheywouldbemorelikelytochooseabrandthatwasabletoproveitnevercollectedorusedanypersonalinformationinitsadvertisingoveracompetitorthatdidusepersonalinformation.Ontheotherhand,overeightpercentstronglyorsomewhatdisagreed.

ReadmoreNote(s):UnitedKingdom;February24to27,2023;2,009respondents;16yearsandolder;nationallyrepresentativeSource(s):NanoInteractiveShareofadultswhoagreedthatadvertisersneededtofindabetterwaythanthird-partycookiestodisplayrelevantadvertsthatdidnotnotrelyoncollectingpersonalinformationaboutpeopleintheUnitedKingdom(UK)asofFebruary2023SupportforcookielessadvertisingamongconsumersintheUK2023Shareofrespondents15%0%5%10%20%25%30%27.92%35%40%StronglyagreeSomewhatagree35.92%NeitheragreenordisagreeSomewhatdisagreeStronglydisagree24.79%4.33%2.14%Don'tknow5.62%38Description:DuringaFebruary2023surveycarriedoutamongconsumersintheUnitedKingdom(UK),roughly63percentofrespondentsstronglyorsomewhatagreedthatadvertisersneededtofindabetterwaythanthird-partycookiestodisplayrelevantadvertsthatdidnotrelyoncollectingpersonalinformationaboutpeople.Approximately6.5percentdisagreed.ReadmoreNote(s):UnitedKingdom;February24to27,2023;2,009respondents;16yearsandolder;nationallyrepresentativeSource(s):NanoInteractiveCHAPTER

06Spotlight:Deprecationofthird-partycookiesRelianceonthird-partycookiesamongadvertisersintheUnitedKingdom(UK)asofNovember2022Relianceonthird-partycookiesamongadvertisersintheUK2022Respondents

who...Share70%41%59%...heavilyrelyonthird-partycookies...arespendingatleasthalfoftheirmarketingbudgetsoncookie-basedactivations...plantoincreasespendingoncookie-dependentactivationsin202340Description:Duringasurveycarriedoutinlate2022,70percentofrespondingfull-timemarketingandcustomerexperience