Digital advertising market in the United Kingdom, which is the close second in the EU after Germany, is to grow further on the mobile side and surpass £7 billion this year. Mobile ad spending is expected to show the highest growth within the category, rising about 96.0% to over £2 billion ($3.16 billion).
According to eMarketer’s latest ad spending estimates for the UK, the mobile will be performing much better than the other media categories, to claim almost 40% of total paid media spending in the UK by 2018.
Mobile is already over-performing this year, expected to double its share in total UK ad spendings, rising from 7.2% to 13.4% by the end of 2014. In 2015, mobile will surpass print’s total (newspapers and magazines), at 20.5% of all spending against 17.0%. eMarketer says “the dramatic growth of mobile and video ad expenditures will boost UK digital ad spending throughout the forecast period”.
Mobile will account for nearly 30% of all UK digital ad spending this year, rising to more than half by 2016. Although digital ad spending growth slows down, it’s still expanding much faster than total media ad spending (which will increase by 6.6% this year to around £15.11 billion ($23.61 billion). Digital will account for half of all paid media ad spending in the UK next year, according to eMarketer’s forecast.
In terms of the digital formats, more than half of digital ad dollars will go to “search” whereas “display” formats will take one-third of the market.