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passed for FTTH / B in 2028 in EU27 + UK and 308m homes passed in the EU39 region . It is expected that the top 3 countries in terms of homes passed will be Germany ( 33.5m ), France ( 33.2m ), and UK ( 30.7m ).
According to the forecasts , the number of subscribers is expected to reach 137m in EU27 + UK and 196m in EU39 region , with take-up rates experiencing steady growth in both regions .
On the technology side , the data report a significant trend whereby PON is gradually but clearly prevailing over point-topoint fibre , as a consequence of the progress of PON technologies on one side , and the strong focus on power consumption and sustainability on the other .
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Key findings include :
• Search continued to maintain market dominance with spend up 13 % yearon-year to £ 13.1 billion . Meanwhile , display investment grew by 6 % to £ 10.4 billion , with growth in this area fuelled by standard display ads (+ 14 %). Video spend grew by 9 %, largely driven by investment in outstream formats
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market in 2020 . Another area of strong growth was in a category that includes wearable devices and in-car advertising , indicating how advertiser spend is embracing the opportunities posed by new technology “ The latest Digital Adspend results highlight two things : resilience and opportunity ,” asserted Jon Mew , CEO at IAB UK . |
and political uncertainties ,” added Hannah Biernat , senior manager , PwC . “ Clients appear to be embracing connecting with audiences in emerging formats as demonstrated by the growth in podcast investment and formats across connected devices . It will be exciting to see how the industry continues to innovate and diversify in formats and channels in the coming year .” |
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FTTH / B in Rural Areas 2023 |
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The report shows that by |
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September 2022 , only 41 % of |
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rural inhabitants could enjoy |
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capabilities offered by fullfibre |
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connectivity ( compared |
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to the average number of 56 % |
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of European households in the |
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EU27 + UK region that are covered
by FTTH / B networks ). The five
countries with the highest Rural
FTTH / B coverage are Denmark
( 86 %), Romania ( 83 %), Latvia
( 77 % Spain ( 74 %), and Portugal
( 70 %). The report emphasizes
that the coverage of rural areas
in EU27 + UK is growing steadily
and at an even increasing pace
compared to non-rural regions ; a
clear indication that the focus of
policy and regulation initiatives
is shifting towards the sub-urban
and rural areas .
Report : UK digital ad spend resilient
The UK digital ad market
maintained double digit growth of
11 % in 2022 , despite a challenging
year as advertisers navigated
the cost-of-living crisis , political
uncertainty , and the impact
of structural changes such as
the removal of Identifier for
Advertisers ( IDFA ).
IAB ’ s latest Digital Adspend
report , produced with PwC ,
shows that digital advertising
spend stands at £ 26.1 billion – a
56 % overall increase since the
pandemic began in 2020 .
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• Reflecting the growing diversity within the online ecosystem , Digital Adspend 2022 includes an official sizing of the UK ’ s digital retail media market for the first time , with spend standing at £ 176.4m . This figure relates to UK-based retailers and specifically charts onsite spend . Our forecast analysis indicates that spend in this area will continue to grow in 2023 , becoming a key driver of digital ’ s overall market growth as advertisers increasingly harness retailers ’ first-party data
• In another first , the rate of growth in desktop spend (+ 14 %) outstripped mobile (+ 8 %) for the first time since records began , a development that coincides with Apple ’ s IDFA changes in-app and shows how structural changes are shaping the market . However , mobile still has the largest share of the market at 58 %
• Elsewhere , podcast spend grew by 32 % to £ 76.3m , which is more than a threefold increase since IAB UK first started measuring the
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“ Not only was 2022 challenging for our industry , as it was for the entire UK economy , it also followed a year of stratospheric , pandemic-induced growth in 2021 . In this context , it ’ s testament to the resilience of digital advertising that the market has maintained double digit growth in 2022 – and astounding that it has grown by 56 % since the pandemic began . Today ’ s results also reflect the growing opportunities for advertisers to resonate with audiences in new ways . Of course , search and display spend still underpin the digital ecosystem , but the UK ’ s flourishing retail media market – officially sized for the first time in this report – alongside the continued growth of podcasting , show how digital is diversifying to offer advertisers more choice and more immersive routes to connect with consumers .”
“ This year ’ s Adspend results reflect a stabilisation of the market growth in line with pre-pandemic levels , demonstrating the robustness of the industry and its ability to weather wider spread economic
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Commenting on the report , Niall Moody , chief revenue officer at Nano Interactive , said : “ While it ’ s encouraging to see digital ad spend rise in spite of the cost-of-living crisis , we also know acquisition costs are being hit by rising inflation and challenges using personal data to target people online . This trend shows no signs of slowing with growing consumer data privacy concerns , continued changes in data usage from tech giants and government regulations . As a result , huge swathes of people are now ‘ unaddressable ’ via cookies , profiling and other people-based methods . This is reducing the scale and effectiveness of online advertising just as marketers are coming under even more pressure to deliver results .
“ In 2023 , you no longer need to know who someone is to deliver effective advertising online . Brands and advertisers who embrace new targeting models free of personal identifiers will be well placed to navigate this increasing signal decline and futureproof their campaigns ,” Moody concluded .
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