State of the UK Digital Ad Market 2016: Digital Advertising Gets Bigger, but Not Necessarily Better - eMarketer
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State of the UK Digital Ad Market 2016: Digital Advertising Gets Bigger, but Not Necessarily Better

eMarketer Report

By: eMarketer

Published: November 29, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The digital ad market in the UK is in rude health. But while spending has seen impressive growth this year—in spite of Brexit concerns—digital advertising has been dogged by negative headlines. From misrepresented measurement to rising rates of ad blocking, digital advertising is under the microscope like never before.

  • Digital ad spending will grow 12.0% in the UK this year and will account for well over half of all media ad outlays, eMarketer estimates. Much of this growth is being driven by mobile and video ad investment, with social media advertising also playing an important role.
  • UK consumers are becoming more “vocal” about their dislike of digital advertising. Ad blocking rates have risen in recent years largely because people find much digital advertising intrusive and annoying.
  • Measuring the success of digital advertising is becoming more important as investments rise. However, current metrics haven’t quite met the mark. A move away from imperfect or limited measurements—such as clickthrough rate—toward attention-type metrics signals a positive intent among marketers.
  • The creative and data-led sides of marketing are coming closer together as both sides come to recognize the importance of each.

"Digital advertising will account for 55.0% of UK media ad spending in 2016—its largest share yet—and total £9.64 billion ($14.73 billion)."

Table of Contents

UK Digital Ad Market: Size and Shape

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Digital Ad Trends of 2016: Plenty of Problems Despite Spending Gains

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23 charts are included in the full report:

State of the UK Digital Ad Market 2016: Digital Advertising Gets Bigger, but Not Necessarily Better

UK Digital Ad Spending, 2015-2020 (billions of £ and % of total media ad spending)

UK Digital Ad Market: Size and Shape

UK Total Media Ad Spending, by Media, 2015-2020

UK Total Media Ad Spending Share, by Media, 2015-2020 (% of total)

UK Mobile Ad Spending, 2015-2020

UK Digital Ad Spending, by Format, 2015-2020 (millions of £, % change and % of total)

UK Mobile Ad Spending, by Format, 2015-2020 (millions of £, % change and % of total)

UK Social Network Ad Spending, 2015-2018 (millions of £, % change and % of digital ad spending)

UK Digital Ad Revenue Growth at Google, Facebook and Twitter, 2015-2018 (% change)

UK Programmatic Digital Display Ad Spending, 2014-2018 (billions of £, % change and % of total digital display ad spending*)

Share of Average Time Spent per Day with Select Media by UK Adults vs. UK Ad Spending Share, 2016-2018 (% of total)

Digital Ad Trends of 2016: Plenty of Problems Despite Spending Gains

UK Ad Blocking Users and Penetration, 2014-2017 (millions, % change and % of internet users)

Reasons that Ad Blocking Users in the US and Western Europe* Use Ad Blockers, June 2016 (% of respondents)

Internet Users in Great Britain Who Use Ad Blocking Software, March 2015-July 2016 (% of respondents)

Desktop Ad Blocking User Penetration in North America and Select Countries in Western Europe, Q2 2016 (% of internet users)

Biggest Challenges in Mobile According to UK Publishers, May 2016 (% of respondents)

Measurement: Gauging the Validity and Utility of Various Metrics

Digital Display Ad Benchmarks in Select Countries in Western Europe: Viewability Rate*, Q1-Q3 2016 (among impressions measured by Meetrics)

Digital Display Ad Benchmarks in Select Countries: Viewability Rate, H1 2016 (among impressions analyzed by Integral Ad Science)

Primary Campaign Objective of UK Digital Video Ads, Q3 2016 (% of total campaigns served by Videology)

Primary Metric Used to Measure Success When Buying Digital Video Ads According to UK Digital Video Ad Buyers, 2015 & 2016 (% of respondents)

Data vs. Creative: Great Targeting Shouldn’t Trump Great Ads

Types of Ads Disliked by Internet Users in the US and Western Europe*, June 2016 (% of respondents)

Skills that Are Becoming Increasingly Important* According to Senior Marketers in the US vs. Western Europe**, May 2016 (% of respondents)

Growth Drivers for Digital Video Advertising According to UK Publishers, May 2016 (% of respondents)

Attitudes Toward Mobile Advertising Among UK Agency and Marketing Professionals, April 2016 (% of respondents)