LONDON – With some 35% of all advertising going to digital media, or about $10 billion last year, the U.K. may have the greatest percentage of digital ad spend in the world, says Guy Phillipson, CEO of the IAB UK, in this interview with Beet.TV
In the interview, he shares the state of digital in the U.K. including the growing fascination of “native” advertising, the value of “quality” banners, smart syndication strategies, the importance of programmatic and the growth of mobile advertising, which is not yet being properly used by most companies, he explains.
We spoke with him as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.