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Digital Display Ad Spend Creeping Up in the UK, Driven by Mobile

Mobile display ad spending rising fast in the UK

April 29, 2014 | Media Buying

Digital ad spending in the UK continues to see good gains. eMarketer calculations, based on data from the UK’s Internet Advertising Bureau (IAB UK) and PricewaterhouseCoopers (PwC) indicated that total digital ad spend in 2013 rose by 15.2% to £6.30 billion ($9.84 billion), up from £5.45 billion ($8.51 billion) in 2012. In terms of growth by format, though, display was the real standout performer, seeing a year-on-year increase of 22.1%—its proportion of the total edging up from 27% in 2012 to 30% in 2013.

UK Digital Ad Spending, by Format, 2012 & 2013 (millions of £, % change and % of total)

This overall growth is receiving a significant leg up from ad spend gains in the mobile space. eMarketer estimates that UK mobile ad spending grew 126.1% in 2013 to account for 19.0% of all digital ad spending in the country; this proportion will increase to 31.9% in 2014.

Mobile Internet Ad Spending Share in Western Europe, by Country, 2012-2018 (% of total)

This all sees the UK making up a substantial share of mobile internet ad spending across Western Europe—49.0%, in fact, in 2013.

Growth in display ad spending within the mobile space is even more pronounced than in the overall ad spend equation—IAB UK and PwC indicated an increase of 180.0% in the UK in 2013. Proportionately, this meant mobile display leapt from accounting for 29% of total mobile ad spending in 2012 to 42% in 2013.

UK Mobile Ad Spending, by Format, 2012 & 2013 (millions of £ and % change)

While display is becoming ever more prominent in the overall picture for digital ad spending in the UK, mobile is clearly playing a large part in its growing influence.

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