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March 1, 2018

UK Digital Ad Spending, 2018-2022 (billions of £, % change and % of total media ad spending)


This chart shows the UK digital ad spending in 2018 as well as projections for years 2019 through 2022. Spending is shown in billions of £. The percentage change from the year before is also shown as well as the percentage of total media ad spending.


eMarketer benchmarks its UK digital ad spending projections against the IAB UK/PwC/Warc data for which the last full year measured was 2016; includes categories as defined by IAB UK/PwC/Warc—banners, classifieds, email (embedded ads only), lead generation, mobile SMS/MMS, rich media, search, ... sponsorships and video; includes mobile ads within the existing formats. eMarketer benchmarks its UK out-of-home ad spending projections against Outsmart data for which the last full year measured was 2016. eMarketer benchmarks its UK TV ad spending projections against Ofcom (Office of Communications) data for which the last full year measured was 2016; includes broadcast TV and cable TV.More


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.