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So, the full-year numbers are in – the UK’s digital advertising market is up 15.4% YOY and was worth an incredible £15.69bn in 2019.

We submit our spend numbers to PwC twice a year, along with 57 other participants, including all the major publishing and adtech companies.

The key takeaways this year are:

  • Smartphones account for almost all growth – up 26.7% YOY
  • Over half of all digital advertising (56%) is delivered on smartphones
  • Video remains the largest display format – making up 46%
  • Sponsored content spend increased 7% YOY
  • 95% of native advertising on smartphone appeared in-feed

Content formats

From a content perspective, both native and sponsored content registered increases in spend (up 9 and 7%) but it was video formats that experienced the majority of growth (34%) thanks to smartphones. In fact, smartphone video spend has doubled in two years thanks to the availability of 4G and faster handsets.

Video and social formats

Pre-mid-post roll video was overtaken by outstream in 2017 due to the scale offered by the format – it now makes up 62% (growing by £400m YOY) of all video spend including social. Talking of social – it now accounts for 23% of all digital adspend, with 25% growth YOY.

What the future holds

This year’s report is obviously released against the backdrop of COVID-19 but includes long-term Brexit uncertainty. Pre-COVID, GroupM’s 2020 forecast was for a 11.1% increase in online spend, nearly double the general ad market. As print and OOH suffer during the current lockdown, it remains to be seen if digital can pick up some of the slack until we return to some semblance of normality.

You can discover more & download the full report at https://iabuk.com/adspend

 

Author James Murphy

More posts by James Murphy

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