Quantcast
return Home

More than one-third of UK ad spend bound for mobile in 2017

Mobile ad spending in the UK will reach almost £7 billion this year to represent more than a third (36.6 per cent) of UK media ad investment, according to eMarketer's latest UK ad spending forecast.

Overall digital ad spend will grow 11 per cent in 2017 to £10.89 billion, accounting for 57.9 per cent of total media ad spend. Mobile will drive much of this growth as consumers continue to spend increasingly more time with smartphones. eMarketer expects further gains in mobile ad spending in the years to come. 

Increases expected for 2017 will follow a year in which digital ad spend in the UK passed a tipping point, with mobile surpassing desktop ad investment for the first time. In 2016, mobile ad outlays soared by 49.5 per cent to £5.40 billion, compared with £4.41 billion devoted to desktop efforts. 

eMarketer Uk adspend ()

Google will garner the largest share of UK digital ad revenues in 2017, amassing 40.7 per cent, followed by Facebook, which will take a 16.4 per cent slice, eMarketer predicts. 

eMarketer Uk ad revenue ()

“Google still attracts the lion’s share of digital ad spend in the UK,” said eMarketer’s UK senior analyst Bill Fisher. “However, Facebook is seeing strong growth thanks to investments in video and a stellar performance from Instagram.”

More like this

eMarketer and IAB Singapore release new forecast for digital ad spending in Southeast Asia, Hong Kong and Taiwan

eMarketer releases latest UK social media usage forecast

Video

Visit our Youtube channel

FIND OUT MORE

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE
Go to Full Site