Direct mail spend continues to defy all odds – and its critics – growing by 4.5% for the first half of this year, according to the latest Advertising Association/Warc Expenditure Report, which shows mailshots remain third only to digital and TV as the fastest growing medium.
UK adspend as a whole grew to a record high of £9.42bn in the first half of the year, up 5.8%, with surprise, surprise, digital marketing spend leading the way – up by 13.3% to reach £3.98bn.
Within that, mobile adspend grew by 52.1% and for the first time inched through the billion-pound barrier for a six-month period, reaching£1.08bn. TV grew by 7.1% for the first half of 2015.
Total UK adspend was £18.58bn last year, with the Internet making up £7.22bn (38.9%), followed by TV on £4.91bn (26.4%) and direct mail (£1.84bn).
While modest gains were recorded for radio (2.9%), cinema (2.7%) and posters (2.3%), national newspaper brands fell sharply (11.3%), and magazine brands also dropped (5.4%).
But direct mail, written off years ago by many in the marketing press, continues to show its resilience. The figures show that it grew 4.5% in the first half of this year and spend is predicted to be £1.86bn by year end and £1.88bn in 2016. That does not even include unaddressed letters, leaflets and door-drops, which will push total budgets way over the £2bn mark.
Advertising Association chief executive Tim Lefroy said: “Advertising’s resilience points to the strength of the broader economy in the first half. The UK leads the world in ecommerce and the trend to mobile means serving the public better – ads in the right place at the right time.”
Senior clients join Mailmen campaign
Mailings ‘drive positive brand effect’
Direct mail spend bullish at £2bn+
Mailmen ads fuel direct mail revival
Mail stays in brain longer than all
Mail is loved despite ‘junk’ image
MarketReach turns to mail bonding
Study hails ‘staying power’ of mail
Royal Mail gets adland to big up mail
To get full access to the site please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact firstname.lastname@example.org). If you are an existing user, please log in. If you have forgotten your log-in details please email email@example.com to get them reset!