UK Digital Ad Spending by Industry: Forecasts and Trends

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