Skip to main content

Mobile Ad Spending in the UK will Reach $3.5B


How much did UK advertisers spend on online platforms in 2012? How will spending on paid search, display and other digital advertising formats develop in the UK during the next four years? And, how much ad spending in the UK will be devoted to mobile platforms between 2012 and 2016? These are the key questions that eMarketer considered in their latest market study.

As the UK economy struggles to gain new momentum, their major marketers continue to spend. As a result, the UK advertising industry is apparently doing better than many other sectors, according to eMarketer's assessment.

In particular, the ongoing shift from traditional to digital advertising is boosting the overall market outlook.

eMarketer reported that total media advertiser spending increased by a paltry 1.8 percent, to $23.2 billion, in 2011. However, during 2012, traditional advertisers benefited from the increased media attention gained from major sporting events -- particularly the focus on the London Olympics and the UEFA European football championships.

eMarketer predicts that spending on all measured media in the UK during 2012 will be close to $24 billion -- that's an increase of 3.4 percent over 2011.

Meanwhile, eMarketer forecast that advertiser spending for online channels and mobile platforms will rise by 14 percent in 2012 -- reaching $8.8 billion. Also, digital ad spending is expected to pass $10.7 billion in 2014 and reach $12.4 billion in 2016.

The move to digital advertising in the UK seems to have reinvigorated the industry, during a period where it might otherwise have declined. As a result of the trends in traditional British advertising, most market researchers have predicted at least 10.3 percent growth trajectory in digital ad spending this year.

In fact, eMarketer had forecast 14 percent higher spending in 2012 -- and slightly lower growth (10 percent) in 2013.

It's now believed that digital platforms will play an increasingly vital role in UK advertiser strategies. Online and mobile ads will account for 36.7 percent of UK media spending in 2012, says eMarketer. By 2016, the web is expected to attract 45.1 percent of all advertiser spending in the country.

Paid search will continue to account for more than half of all UK digital ad spending throughout the forecast period, as significantly more mobile search volume encourage marketers to focus on that channel.

Display advertising spending will also benefit from steady gains, due to wider use of real-time bidding and video ad formats.

According to eMarketer's latest calculations, British marketer's mobile advertising spend could growth by 120 percent in 2012. Furthermore, by 2016 mobile ad spending in the UK market is expected to approach $3.5 billion.

Popular posts from this blog

Digital Transformation for the Oil and Gas Sector

The savvy CEOs of multinational organizations will accelerate their investment in digital transformation projects in 2022, and beyond, to improve their competitiveness. Every industry leader that is forward-looking will act swiftly to grasp the upside opportunity. Global oil & gas companies face a myriad of operational, commercial, and existential security threats. According to the latest worldwide market study by ABI Research, oil & gas firms apply digitalization to combat these threats and will spend $15.6 billion on digital technologies by 2030. Oil & Gas Digital Apps Market Development Investments in digitalization can help to analyze a supply pipeline’s condition, prepare for fluctuations in the changing prices for oil and gas, as well as aid action plans to create more sustainable operations and transfer to producing renewable energy sources. "Safety and Security are top priorities for oil & gas operators. Data analytics allied with IoT platforms have become

2022 Tech Trends Outlook: What Happens Next?

This year may very well be another period of unprecedented challenges and opportunities. In 2022, several highly anticipated technology-related advancements will NOT happen, according to the predictions by ABI Research. Their analysts identify many trends that will shape the technology market and some others that, although attracting huge amounts of pundit speculation and commentary, are less likely to advance rapidly over the next twelve months. "The fallout from COVID-19 prevention measures, the process of transitioning from pandemic to endemic disease, and global political tensions weigh heavily on the coming year's fortunes," said Stuart Carlaw, chief research officer at ABI Research . What Won’t Happen in 2022? Despite all the headlines and investments, the metaverse will not arrive in 2022 or, for that matter, within the typical 5-year forecast window. The metaverse is still more of a buzzword and vision than a fully-fledged end goal with a clearly defined arrival d

How Ride-Sharing Apps Changed Local Transport

Building on significant advances in disruptive mobile app technology, ride-sharing services have emerged to become a popular means of urban mobility. This is unsurprising given the advantages of ride-sharing options over traditional transport modes, such as buses and more expensive taxis. Innovative ride-sharing platforms enable app users to customize their journeys according to real-time phenomena, such as nearby traffic conditions, time of day, and rider demand. However, this is not to say that ride-sharing services are perfect. The popularity of ride-sharing has resulted in some additional traffic congestion in major cities already struggling to control this issue, while the widespread disruption caused by the pandemic affected most stakeholders within the local transportation value chain. Ride-Sharing App Market Development According to the latest worldwide market study by Juniper Research, ride-sharing spending by consumers globally will exceed $937 billion by 2026 -- that's c