Barclays is the biggest
UK spender in the financial services sector in online display
advertising, according to the Internet Advertising Bureau
(IAB).

In the first half of
2011, Barclays was the only financial services brand among the
biggest 20 spenders on online display advertising.

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In 2010, three financial
services brands – Capital One, American Express and Barclays –
ranked among the biggest 20 UK spenders on online display
ads.

Finance took over from
the entertainment sector as the top category spender in display for
the first half of 2011.

Tim Elkington, director
of research and strategy at the IAB, told RBI:

“From a low of 11% in
the second half of 2009, finance ranked as the top category spender
in display for the first half of 2011 with 16%.”

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The top display five
categories between January and June 2011 were: finance (16%), FMCG
(15%), entertainment & media (12%), travel & transport
(10%) and retail (10%).

Across all sectors,
display advertising grew by 18.5% year-on-year on to £510m
($786.5m) , representing a 23% share of online spend in the
first half of 2011 (£440m and 22% share in H1 2010).

Although banners and
embedded formats still dominate online display (£374m or a 73%
share), video doubled in size year on year to £45m, giving it a 9%
share of online display (5% in first half of 2010).

This is due to a
significant increase in advertisers using video to deliver brand
messages.

Paid-for search
marketing continued to thrive; search increased 12.6% on a like for
like basis to £1.3bn, representing a share of 58% of online
advertising (£1.16bn and 58% share in 2010).