Tough economic conditions in the UK will put a brake on digital advertising’s march. Only travel will see any significant growth, though it’ll be from a very small starting point induced by the pandemic.

Key Question: How have different UK industries’ digital ad investments responded to the economic environment?

KEY STAT: Every UK industry we track—except travel—will see very limited digital ad spending growth this year as economic concerns act as a significant drag. Travel digital ad outlays will grow by more than 20% this year, more than 15 percentage points higher than digital ad spending’s overall growth rate.