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How much does digital make up in UK advertising spend

Author's avatar By Robert Jones 02 May, 2017
Essential Essential topic

Chart of the day: Research by Advertising Association and Warc finds that digital dominates UK advertising spend

Magazine advertising continued to decrease, whilst digital magazine advertising is expected to grow. Regional newspapers and Direct Mail see the biggest decreases, whilst digital formats are expected to continue their recent growht.

Some key highlights of the research include:

  • Ad spend in the UK grew to £5.8bn, representing 3.9% rise year-on-year
  • Overall for 2016 UK ad spend grew 3.7%, reaching a total of £21.4bn, this is also the seventh year of continued growth
  • Digital ad spend is up 13.4% to £10.3bn for 2016.  45.4% to £3.9bn. The report predicts mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%) as the current boom dies down.
  • Mobile accounted for 45.4% of that digital ad spend, meaning £3.9bn spent, however, the report predicts that mobile advertising spend will decrease.

A growth of 2.5% overall is expected for 2017.

Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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AdvertisingDigital marketing

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