Google may be using technology that can track the “viewability” of online adverts.
Google UK boosted its ad-spending by 50% in 2013 to £45m, outpacing telecom firms O2, and Camelot, a new report has revealed.
The latest study from Nielsen Ad Dynamix said the search engine is currently at No 31 in the list of top 100 UK advertisers after spending the last five years advertising in the country.
Google may be using technology that can track the ‘viewability’ of online advertisements in efforts to lure major brand promoters away from TV and has reportedly spent about £15m on traditional TV ads alone.
Citing the report, the Guardian revealed that Google’s rise in ad spend last year came from promoting its Chromecast media player, launched last month, and the Nexus 7 tablet, primarily during the Christmas holiday season.
With Google’s ad spend on promoting the Nexus 7 rising by 170%, other tech firms including Sony and Microsoft also boosted their smartphone ad spend by 162% and 484% respectively during the period, the report added.
The report, however, noted that overall UK ad spent dropped by 2.35% compared to 2012.
Another report from WPP’s media buying unit GroupM revealed that the UK’s ad spending would again rise this year by 6%.