Most effective ad campaigns in the United Kingdom (UK) 2023

The rankings looks at the performance of advertising campaigns. The index helps agencies measure the effectiveness of their campaigns as compared to their rivals. In 2023, the McCann Manchester / UM Manchester-led campaign for Aldi "Kevin versus John: How a humble carrot usurped a national treasure to win the UK’s Christmas Ad crown" was the most effective advertising campaign with an score of 71.8 points.Advertisers continue to spend In 2021, advertisers were forecast to spend almost 36.09 billion British pounds in the United Kingdom. Digital ad spending has long overtaken the TV expenditures and has a good grip of four of five pounds invested in advertising in the country. The turn away from traditional spending channels and towards more digital areas has seen social media spend reach 3.59 billion British pounds by 2019. Digital spending Digital advertising, also referred to as online, internet or web advertising, allows advertisers to bring promotional content to consumers using online technologies. It includes, among others, advertisements placed on social media platforms and search engine websites, banner ads on desktop as well as mobile websites and promotional messages delivered via email. 2021 has been estimated to see approximately 23.5 billion British pounds in digital advertising spend in the UK.

本排名审视广告活动的表现。该指数有助于广告公司衡量其活动相较于竞争对手的有效性。2023年，由McCann Manchester / UM Manchester主导，为Aldi推出的“凯文对约翰：一根谦逊的胡萝卜如何篡夺国宝之位，赢得英国圣诞广告桂冠”的宣传活动，以71.8分的成绩被评为最有效的广告活动。广告商持续增加投资。2021年，预计英国广告商将在英国花费近360.9亿英镑。数字广告支出已长期超越电视支出，并牢牢掌握着该国广告投资中四分之五的资金。从传统支出渠道转向更广泛的数字领域，至2019年，社交媒体的支出已达到35.9亿英镑。数字广告支出，亦称在线、互联网或网页广告，允许广告商利用在线技术将推广内容带给消费者。这包括，但不仅限于，放置在社交媒体平台和搜索引擎网站上的广告，桌面及移动网站上的横幅广告，以及通过电子邮件发送的推广信息。据估计，2021年英国数字广告支出约为235亿英镑。