Display advertising has ridden to the rescue of UK digital publishers after the sector contributed to a healthy 5.6% increase in total digital revenues throughout 2017, with total revenue reaching £365.5m.
Figures compiled by the Digital Publishers Revenue Index show that annual revenue growth in display advertising shot up from £148.9m in 2016 to £189.2m in 2017, an impressive 27% increase.
The data was gathered from a survey of twenty business and consumer-led publishers by Deloitte on behalf of the Association for Online Publishing which found that subscriptions also played their part in driving revenue growth, after increasing by 8% to £34m.
B2B publishers in particular benefitted from a 15% year-on-year increase in subscriptions but saw overall revenues dip by 6.5% in the year to December 2017 versus an equivalent increase of 8.1% recorded by their counterparts in the B2C sector.
Dan Ison, lead partner for media and entertainment at Deloitte, remarked: “The rise in subscriptions revenue is a further indication that consumers are increasingly willing to pay for online content, and digital publishers appear to have successfully adapted their business strategies in order to cater for current media consumption habits.”
The importance of display advertising last year follows a brief boom in online video, which contributed to a 20% in revenue for publishers in 2015.