Digital advertising spend will hit £8 billion in the UK this year – or roughly half of all advertising spend, according to new research from Strategy Analytics.
By 2018, it is expected to account for around 56% of the market in the UK.
The sector is growing quickly with mobile, social media and video advertising proving the most popular and digital spend up by 9.5%, compared to a 1.6% rise in traditional advertising as more people choose to invest in digital advertising rather than content or email marketing, according to the report.
The rise is part of an overall increase in advertising spend of 5.4% for the year – equating to a spend of around £15.8 billion for 2015 – and driven also by a 4.8% rise in cinema advertising spend and 3% rise in television ad revenue.
Michael Goodman, author of the report, said the rise was a significant landmark in digital advertising: “Digital crossing the 50% threshold is a seminal moment in the history of the ad industry, particularly factoring in its dominance in the UK compared to globally,” he said.
In Western Europe, digital advertising accounts for a third of ad spend. Globally the figure is 30%. In the US however, digital represents only a quarter of ad spend with television still the strongest channel for advertisers.
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