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Google becomes major UK advertiser after boosting spend by 50% in 2013

Google was among the UK's biggest advertisers last year, after a 50 per cent lift in total spend.

Google increases adspend by 50% in 2013

Google increases adspend by 50% in 2013

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Google spent £15 million on television advertising in 2013, £5 million on outdoor media, £4 million on cinema and £3.5 million on press, according to new data.

The 50 per cent increase in advertising last year was enough to make Google the UK's 31st biggest advertiser, rising from £30 million to £45 million, according to Nielsen Ad Dynamix, which monitors TV, print, radio, cinema, outdoor, direct mail and online display spend.

The marked increase in advertising spend resulted in Google leapfrogging food giant Mars Confectionery (£44.6m), high street bank Halifax (£44m) and Telefonica's telecommunications giant, O2 (£41m).

Google, which celebrates its 18th year in 2014, famously eschewed traditional advertising during its formative years.

The company only began running traditional TV campaigns in the summer of 2009, to promote its web browser Chrome, a direct competitor to Microsoft’s Internet Explorer and Mozilla’s Firefox.

The internet giant has since steadily increased its online and offline marketing activity around its Chrome browser and email service Gmail, ahead of a concerted push for its Chromecast dongle in 2014.

In 2013, Google's TV activity also included a Christmas campaign promoting its Nexus 7 tablet created by Joint, and a series of ads documenting the most searched-for terms of 2013 by Adam & Eve/DDB. Media planning and buying for the campaigns was handled by OMD and Essence.

Google's biggest year yet on advertising in the UK preceded the company reaching an all time high market capitalisation of $400 billion in February 2014, placing it behind only Apple in terms of value.

Microsoft continues to invest

Google's rival Microsoft increased advertising expenditure in 2013 by a similiar amount, rising from £40 million to more than £60 million as the company ditched its long standing mail service, Hotmail, in favour of Outlook.

Microsoft also spent some of its marketing budget last year reminding consumers that Google scans Gmail accounts in search of trends and keywords that can then be used to deliver better targeted ads. Microsoft also invested heavily advertising its tablet Surface.

The biggest riser among the top advertisers last year was Talk Talk, which almost doubled spend to £93 million, fuelled by the notable marketing of its Talk Talk TV, and its X Factor sponsorship.

BSkyB continues to lead

In the face of mounting competition, BSkyB, the satellite broadcaster, stretched its lead as the UK's biggest advertiser in 2013, with £246m representing a near 10 per cent lift year-on-year. Meanwhile, second placed Procter & Gamble cut its media spend by nearly 10 per cent to £177.3m.

A strong contender for the biggest surprise fall in adspend last year came from the third biggest advertiser, telecoms giant BT. Despite the major launch of its first TV channels, BT Sport 1 and 2, the company's media activity dropped nearly 17 per cent to £150 million as it refocused its marketing.

The improving economic outlook for the general consumer appeared to be confirmed by a rise in adspend by most of the major car brands, led by Renault (67 per cent), Ford (45 per cent), BMW (38 per cent), Skoda (34 per cent) and Vauxhall (6 per cent).

However, bucking the trend were falls in adspend by German automotive marques Volkswagen (-13 per cent) and Audi (-20 per cent).

The Nielsen figures are estimated based on rate card calculations, Advertising Association discounts, monthly revenues figures, seasonal weightings and industry averages.

Rank Advertiser Expenditure Expenditure % Year on Year
1 British Sky Broadcasting Ltd 264,338,785 241,106,331 9.63
2 Procter & Gamble Ltd 177,257,396 195,182,834 -9.18
3 Bt Ltd 149,788,119 179,677,909 -16.63
4 Unilever Uk Ltd 119,100,702 138,979,674 -14.30
5 Tesco Plc 116,269,526 117,403,761 -0.96
6 Asda Stores Ltd 97,035,247 109,139,356 -11.09
7 Talktalk Grp 92,545,979 48,486,735 90.86
8 Virgin Media 88,357,222 106,062,440 -16.69
9 Wm Morrison Supermarkets Plc 81,522,591 76,681,050 6.31
10 Dfs Furniture Co Ltd 75,682,183 79,895,687 -5.27
11 Vodafone Ltd 74,594,746 58,193,426 28.18
12 Mcdonalds Restrs Ltd 72,148,548 55,670,024 29.60
13 Reckitt Benckiser (Uk) Ltd 68,980,070 76,107,639 -9.36
14 Loreal Paris 63,593,242 69,284,114 -8.21
15 Nestle 63,150,743 57,586,017 9.66
16 Lloyds Bank Plc 62,299,430 52,128,303 19.51
17 Sainsburys Supermarkets Ltd 60,440,611 60,698,553 -0.42
18 Microsoft Ltd 60,156,751 40,027,216 50.28
19 British Gas Plc 60,135,852 64,785,302 -7.17
20 Aldi Stores Ltd 56,594,569 43,321,903 30.63
21 Boots The Chemists Ltd 56,129,214 53,525,341 4.86
22 Dsg Intl Holdings Plc 54,242,348 46,957,991 15.51
23 Samsung (Uk) Ltd 53,564,819 64,510,309 -16.96
24 Ee Everything Everywhere Ltd 53,115,591 87,196,029 -39.08
25 Marks & Spencer 50,710,168 67,739,402 -25.13
26 Direct Line Ins Plc 50,486,785 57,999,283 -12.95
27 Shop Direct Home Shopping Ltd 50,381,603 32,598,662 54.55
28 Argos Ltd 49,111,858 56,803,395 -13.54
29 Jd Williams & Co Ltd 47,670,109 56,394,491 -15.47
30 Ford Motor Company Ltd 46,560,554 32,119,053 44.96
31 Google Com (Us) 45,718,614 30,386,773 50.45
32 Mars Confectionery 44,600,484 50,994,045 -12.53
33 Camelot Group Plc 44,161,933 44,775,967 -1.37
34 Halifax Plc 43,860,643 48,968,858 -10.43
35 Specsavers Optical Group Ltd 43,796,388 43,250,656 1.26
36 Kelloggs Co Of Gb Ltd 43,481,511 40,052,578 8.56
37 Barclaycard Services Ltd 43,356,420 45,291,669 -4.27
38 O2 Uk 41,339,339 55,493,253 -25.50
39 B&q Plc 39,437,279 36,537,750 7.93
40 Amazon (Uk) Ltd 36,566,450 35,800,623 2.13
41 Vauxhall Motors Ltd 36,480,286 34,371,780 6.13
42 Volkswagen Uk Ltd 34,346,092 39,178,775 -12.33
43 Barclays Bank Plc 34,035,611 33,142,363 2.69
44 Cooperative Food 33,607,431 26,065,068 28.93
45 Coca Cola Great Britain 32,984,474 29,099,437 13.35
46 Mars Uk Ltd 32,706,196 29,355,116 11.41
47 Hutchison 3g Uk Ltd 32,611,719 58,600,164 -44.34
48 John Lewis Partnership 32,565,688 29,948,399 8.73
49 Santander 32,264,397 30,221,783 6.75
50 Beiersdorf Uk Ltd 32,227,172 23,512,042 37.06
51 Glaxosmithkline Plc 31,912,924 39,807,512 -19.83
52 Kentucky Fried Chicken Gb Ltd 31,647,353 32,299,497 -2.01
53 Bgl Grp Ltd 31,249,685 32,639,163 -4.25
54 Twentieth Century Fox Film Company 31,011,490 27,783,432 11.61
55 Apple Computer Uk Ltd 30,589,132 29,814,035 2.59
56 Lidl Uk Gmbh 30,347,048 24,923,504 21.76
57 Heineken Uk Ltd 29,878,219 24,614,538 21.38
58 Natwest 29,277,814 30,831,564 -5.03
59 Gocompare Com 27,816,070 30,117,308 -7.64
60 Renault Uk Ltd 26,738,509 15,970,479 67.42
61 Moneysupermarket Fin Group Ltd 26,631,796 26,885,856 -0.94
62 Bmw Uk 26,547,053 19,240,406 37.97
63 Garnier 26,113,550 26,980,460 -3.21
64 Audi Uk Ltd 26,001,397 32,405,750 -19.76
65 Waitrose Ltd 25,804,947 22,822,696 13.06
66 E1 Entertainment Uk 25,792,078 17,032,422 51.42
67 Warner Bros Distributors (Uk) Ltd 25,605,168 23,102,836 10.83
68 Wdfc Uk Ltd 25,459,934 21,219,180 19.98
69 Toyota (Gb) Ltd 25,117,616 23,383,446 7.41
70 Hsbc Bank Plc 24,640,478 25,090,344 -1.79
71 Wickes Building Supplies Ltd 24,614,452 29,013,808 -15.16
72 Muller Dairy (Uk) Ltd 24,570,685 19,074,949 28.81
73 Peugeot Motor Co Plc 24,493,857 26,860,817 -8.81
74 Colgate Palmolive Ltd 24,437,107 24,385,217 0.21
75 Universal Pictures Limited 24,416,623 28,782,072 -15.16
76 Confused Com Ltd 24,355,151 29,750,722 -18.13
77 Sony Mobile Communications Ab 24,295,850 11,706,476 107.54
78 Debenhams Plc 24,277,022 22,310,348 8.81
79 Sony Music Entertainment (Uk) Ltd 24,107,943 17,692,350 36.26
80 Churchill Insurance 23,516,093 27,980,595 -15.95
81 Ikea Uk Ltd 23,351,243 19,427,427 20.19
82 William Hill Bookmakers 23,297,886 22,854,628 1.93
83 Citroen Uk Ltd 23,201,105 21,765,651 6.59
84 Diageo Uk Ltd 23,005,366 22,942,265 0.27
85 Skoda Uk Ltd 22,717,099 16,950,346 34.02
86 Axa Sun Life Direct Ltd 22,460,783 48,206,545 -53.40
87 Chanel Ltd 22,252,497 22,369,530 -0.52
88 Harveys Furnishing Group Ltd 22,149,896 19,225,093 15.21
89 Nissan Motor Gb Ltd 22,055,087 24,134,957 -8.61
90 Post Office Ltd 21,716,761 12,833,123 69.22
91 Ebay 21,470,928 42,087,973 -48.98
92 Outside Clinic 21,457,574 11,845,512 81.14
93 Kraft Foods (Uk) Ltd 21,436,415 24,239,343 -11.56
94 Fiat Auto Uk Ltd 21,424,275 21,686,015 -1.20
95 Aviva Plc 21,302,202 25,011,170 -14.82
96 Mercedes Benz Ltd 21,212,432 21,538,219 -1.51
97 Carphone Whse 20,881,881 18,496,370 12.89
98 Lv Group 20,724,050 22,141,926 -6.40
99 American Express Europe 20,692,632 24,154,817 -14.33
100 Saga Services Ltd 20,623,555 23,708,652 -13.01

This article was first published on campaignlive.co.uk

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