With all of that having been said and now out of the way, it is important to note that Google spent a total of £195 million on UK based ads in 2022. This represents a 16% increase year over year, which makes this the single largest ad spend that Google has ever made in the British isles.
As for Meta, its total ad spend for 2022 sat at around £90 million. This is less than half of what Google spent, but in spite of the fact that this is the case, Meta has increased its UK ad spends by as much as 58% in the span of a single year.
Interestingly, traditional media seems to have the lowest priority as far as these companies are concerned. In 2021, Google invested around £3.1 million on press advertising, but they cut this nearly in half in 2022 by spending just $1.6 million.
Meta also saw a similar decrease from £1.7 million to just £900,000 in the same period. This seems to suggest that these companies are increasing their ad budgets but are diverting far more resources towards non-traditional media outlets than might have been the case otherwise.
Such a trend makes sense because of the fact that this is the sort of thing that could potentially end up focusing on the media channels that truly matter. 61% of Google’s total ad spend went towards digital video, which happens to include its own company, YouTube. Meta, on the other hand, spent the biggest chunk on outdoor advertising with £29.3 million followed by its own field of social media which got a £23 million cash infusion in 2022 to keep the ball rolling in the UK.
H/T: Pressgazette
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by Zia Muhammad via Digital Information World
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