September 1, 2018

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

Note

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. For more of eMarketer's forecasts on this topic, <a href="https://prolink.emarketer.com/forecasts/584b26021403070290f93a84/585191890626310a2c186913">click here.</a>More

Methodology

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.