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The IAB UK has revealed that digital advertisers spent a total of £6.36bn in the first half of 2018, up 15% year on year.

Search makes up half (52%) of this, increasing on par at 15% to £3.3bn, next is non-video display at £1.33bn (+9%), then video display £967m (40%). Classifieds remains at £726m and other remained at £41m.

Tim Elkington, chief digital officer of IAB UK, said: “With mobile devices accounting for 75% of all UK adults’ time online, it is safe to assume smartphone penetration continues to contribute towards the 15% year-on-year growth in digital adspend reported today.”

Jon Mew, chief executive of IAB UK, said: “Now in its 22nd year, the IAB and PwC Digital Adspend report remains one of our most important projects, with the twice-yearly announcement of results anticipated by the industry. With today’s half-year announcement of gross revenue of £6.4bn and with the impressive year-on-year growth of 15%, it is essential we remain focused not only on building the future for digital advertising but on building a sustainable future.”

For this round, the group altered its research methodology and simplified the report, instead of holding back the deeper insight for the end of year report. It noted that the undertaking was too time-consuming for all members to partake in twice a year, the trends rarely dramatically alter in half-year increments, and it “frees up budget and time to focus on other areas”.

The 2018 full year report is due for publication in April 2019.