UK Digital Ad Spending by Industry: Forecasts and Trends - eMarketer
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UK Digital Ad Spending by Industry: Forecasts and Trends

eMarketer Report

By: eMarketer

Published: August 24, 2017

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

Executive Summary

Advertisers in the automotive, consumer packaged goods (CPG), financial services, retail and travel industries are among the largest spenders in overall advertising in the UK—the largest digital ad market in Europe. Digital spending across all of these sectors is forecast to grow in 2017 and 2018.

  • Spending in digital video will be primarily responsible for driving the UK’s digital ad spending growth. And digital video is being placed primarily in one channel: social media. And it is being directed to one device: mobile.
  • Despite lower projections for consumer spending as well as economic forces likely to buffet consumers and advertisers alike, UK digital ad spending in the five industries covered by eMarketer is expected to increase over the next few years.
  • Retailers will spend the most in digital ads; the category is expected to have the highest growth through 2018, largely due to both search and display ads being directed at online shoppers. The competition for ecommerce is fierce, as retailers battle Amazon and shoppers increasingly buy groceries online.
  • CPG brands, of which fast-moving consumer goods (FMCG) is a large part of the industry, pulled back on digital ad spending in H1 2017 amid calls for stricter placement of ads and better measurement tools. Despite this, growth is still forecast to be in double-digit percentages through 2018, as Unilever announced it would increase ad spending in H2.

"Retail advertisers in the UK will spend the most in digital advertising through 2018—and increase spending the most—among five industries examined."

Table of Contents

Industry Ad Spending Forecasts and Trends

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Digital Ad Spending Outlook

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Automotive Digital Ad Spending

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CPG Digital Ad Spending

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Financial Services Digital Ad Spending

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Retail Digital Ad Spending

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Travel Digital Ad Spending

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29 charts are included in the full report:

UK Digital Ad Spending by Industry: Forecasts and Trends

UK Digital Ad Spending, by Industry, 2017 (billions of £)

Digital Ad Spending Outlook

UK Digital Ad Spending, 2016-2021 (billions of £, % change and % of total media ad spending)

UK Digital Ad Spending, by Industry, 2016-2018 (billions of £ and CAGR)

UK Digital Video Ad Spending, by Device, 2017-2021 (millions of £)

Digital Ad Spending by Industry

UK Digital Ad Spending Growth, by Industry, 2017 & 2018 (% change)

UK Digital Ad Spending Growth for Select Industries, 2014-2016 (% change)

Growth Factors: Video, Social, Mobile

UK Digital Video Ad Benchmarks: Impression Share, by Industry, Q1 2017 (% of total impressions served by Videology)

UK TV Ad Spending Growth, by Industry, 2016 (% change)

UK Digital Video Ad Spending, by Device, 2017-2021 (millions of £)

Automotive Digital Ad Spending

UK Automotive Industry Digital Ad Spending, 2016-2018 (billions of £, % of total digital ad spending and % change)

Display and Search Ad Spending

UK Automotive Industry Digital Ad Spending, by Format, 2017 (billions of £ and % of total)

Automotive Ad Recall Among UK Smartphone Owners, by Media, May 2017 (% of respondents)

Mobile and Desktop/Laptop Ad Spending

UK Automotive Industry Digital Ad Spending, by Device, 2017 (billions of £ and % of total)

CPG Digital Ad Spending

UK CPG Industry Digital Ad Spending, 2016-2018 (billions of £, % of total digital ad spending and % change)

FMCG Retail Ecommerce Spending Share in Select Countries, 2015 & 2016 (% of total FMCG spending)

Display and Search Ad Spending

UK CPG Industry Digital Ad Spending, by Format, 2017 (billions of £ and % of total)

Mobile and Desktop/Laptop Ad Spending

UK CPG Industry Digital Ad Spending, by Device, 2017 (billions of £ and % of total)

Financial Services Digital Ad Spending

UK Financial Services Industry Digital Ad Spending, 2016-2018 (billions of £, % of total digital ad spending and % change)

UK Consumers Who Use Digital Banking, by Device, Nov 2016 (% of respondents)

Channel/Location Where UK Internet Users Conduct Select Financial Activities, Dec 2016 (% of respondents)

Display and Search Ad Spending

UK Financial Services Industry Digital Ad Spending, by Format, 2017 (billions of £ and % of total)

Mobile and Desktop/Laptop Ad Spending

UK Financial Services Industry Digital Ad Spending, by Device, 2017 (billions of £ and % of total)

Industries that Are Most Innovative in Mobile According to Marketers in EMEA, April 2017 (% of respondents)

Retail Digital Ad Spending

UK Retail Industry Digital Ad Spending, 2016-2018 (billions of £, % of total digital ad spending and % change)

Display and Search Ad Spending

UK Retail Industry Digital Ad Spending, by Format, 2017 (billions of £ and % of total)

Mobile and Desktop/Laptop Ad Spending

UK Retail Industry Digital Ad Spending, by Device, 2017 (billions of £ and % of total)

Travel Digital Ad Spending

UK Travel Industry Digital Ad Spending, 2016-2018 (billions of £, % of total digital ad spending and % change)

Display and Search Ad Spending

UK Travel Industry Digital Ad Spending, by Format, 2017 (billions of £ and % of total)

Mobile and Desktop/Laptop Ad Spending