IAB figures on Brand Republic
Brand Republic are running the IAB figures the day before they're actually out officially - very exciting.
Thing is, I don't think they've got it quite right (unless the IAB / PwC have changed things). They say the recruitment sector makes up 33% of the £1.7 billion spent on online advertising in H1 2008 and consequently is worth £554 million.
However, as I understand it, the IAB say that only a minority of the ad spend is categorised by sector (of the spender) and therefore you can't apply the sector percentage share to the overall spend figure as the result may not be accurate.
The figure we're really interested in is the 'classified recruitment online spend' total that was £287 million for the whole of 2007 - this is the amount that employers actually spend advertising jobs online - the figure that Brand Republic are talking about (I think) includes the budget spent by Total Jobs etc promoting themselves online via search, display etc.
This is obviously all subject to the fact that the IAB aren't able to categorise all online spend by sector of the advertiser - if they have changed their methodology from previous years and now do this then Brand Republic are right and I'm wrong - we'll have to wait until we get our hands on the full results presentation tomorrow!
Very interesting - just about to comment on this as I thought a 93% increase in spend was too good to be true! Before I continue my comments, I will wait for your update!
Cheers for being so quick and on the ball!
Lis
Posted by: Online Recruitment | 10/08/2008 at 04:36 PM