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EMARKETER

UK Digital Ad Spending by Industry 2025

Strong Growth Continues as Competition Intensifies

Report by Bill Fisher  |  Sep 12, 2025
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Table of Contents
Executive Summary
Digital advertising continues strong performance despite economic headwinds
In retail, increased competition is driving strong growth
CPG growth will stall as regulation bites
Financial services benefits from economic concerns
Consumer electronics will get an AI-driven injection of growth
Auto industry ad spending is decelerating under economic pressures
Travel’s digital spending remains on a slow train
Sources
Media Gallery
About This Report
Digital ad spending will continue to increase across all industries we track. Retail will remain the biggest, but financial services will grow fastest thanks to upcoming regulatory changes.
Topics
Digital Ad Spending
United Kingdom
Table of Contents
Executive Summary
Digital advertising continues strong performance despite economic headwinds
In retail, increased competition is driving strong growth
CPG growth will stall as regulation bites
Financial services benefits from economic concerns
Consumer electronics will get an AI-driven injection of growth
Auto industry ad spending is decelerating under economic pressures
Travel’s digital spending remains on a slow train
Sources
Media Gallery

The UK digital ad industry is healthy, with all industries we track growing their spending through our forecast. But economic and regulatory conditions are spurring growth in sectors like retail and financial services while limiting it slightly in areas such as automotive and travel.

Key Question: How are different industries’ digital advertising investments playing out amid a challenging economy?

Key Stat: Retail is the biggest industry in terms of total digital ad spend and will approach £10 billion ($12.78 billion) by 2027. Competition in the retail sector is so fierce that it will actually make slight gains in revenue share.

A Fiercely Competitive Market Will See Retail Gain Share of Digital Ad Spending, (billions in UK retail digital ad spending and % of total digital ad spending, 2023-2027)
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Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Digital advertising continues strong performance despite economic headwinds
  3. In retail, increased competition is driving strong growth
  4. CPG growth will stall as regulation bites
  1. Financial services benefits from economic concerns
  2. Consumer electronics will get an AI-driven injection of growth
  3. Auto industry ad spending is decelerating under economic pressures
  4. Travel’s digital spending remains on a slow train
  1. Sources
  2. Media Gallery

Charts in This Report

A Fiercely Competitive Market Will See Retail Gain Share of Digital Ad Spending, (billions in UK retail digital ad spending and % of total digital ad spending, 2023-2027)Retail Continues to Pull In Significantly More Digital Ad Spend Than Any Other Industry
In a Year of Steady Growth Across Industries, Financial Services Has a Slight LeadA Fiercely Competitive Market Will See Retail Gain Share of Digital Ad Spending, (billions in UK retail digital ad spending and % of total digital ad spending, 2023-2027)
CPG Ad Spending Will Come Under Pressure as Regulatory Demands Begin to BiteFinancial Services' Digital Ad Spending Growth Will Consistently Outperform Other Industries
A Slight Uplift in Consumer Electronics Spending Led by AI Interest Won't Be MaintainedAuto Ad Spending Growth Will See a Steep Decline, Driven by Cautious Consumer Demand
Travel Trails: Its Increase in Spending Has Lagged Behind All Other Industries

authors

Bill Fisher

Contributors

Matteo Ceurvels
Juan Perl
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
Ali Young
Senior Copy Editor and Manager of Content Operations
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