UK Digital Ad Spending by Industry: Forecasts and Trends

UK Digital Ad Spending by Industry: Forecasts and Trends

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WHAT’S IN THIS REPORT? This report covers eMarketer’s first-ever forecast of cross-industry digital ad spending in the UK, which includes spending projections for the automotive, CPG, financial services, retail and travel industries for 2017 and 2018.

Executive Summary

Advertisers in the automotive, consumer packaged goods (CPG), financial services, retail and travel industries are among the largest spenders in overall advertising in the UK—the largest digital ad market in Europe. Digital spending across all of these sectors is forecast to grow in 2017 and 2018.

Spending in digital video will be primarily responsible for driving the UK’s digital ad spending growth. And digital video is being placed primarily in one channel: social media. And it is being directed to one device: mobile.

Despite lower projections for consumer spending as well as economic forces likely to buffet consumers and advertisers alike, UK digital ad spending in the five industries covered by eMarketer is expected to increase over the next few years.

Retailers will spend the most in digital ads; the category is expected to have the highest growth through 2018, largely due to both search and display ads being directed at online shoppers. The competition for ecommerce is fierce, as retailers battle Amazon and shoppers increasingly buy groceries online.

CPG brands, of which fast-moving consumer goods (FMCG) is a large part of the industry, pulled back on digital ad spending in H1 2017 amid calls for stricter placement of ads and better measurement tools. Despite this, growth is still forecast to be in double-digit percentages through 2018, as Unilever announced it would increase ad spending in H2.



  1. UK Digital Ad Spending by Industry: Forecasts and Trends
  2. Industry Ad Spending Forecasts and Trends
  3. Digital Ad Spending Outlook
  4. Automotive Digital Ad Spending
  5. CPG Digital Ad Spending
  6. Financial Services Digital Ad Spending
  7. Retail Digital Ad Spending
  8. Travel Digital Ad Spending

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