The digital ad channel is hugely dominant in the UK, so there is increasingly less room for growth. But in the broader digital category, retail media is the main driver.
A recovery of sorts is underway for the UK ad market following a difficult 2023. But as digital now accounts for such a large proportion of total media spending, there is no room for the rapid growth rates of the recent past. Marketers now need to look for the biggest bang for their buck within the wider digital category, with retail media the likeliest destination.
Key Question: Amid a modest recovery following a cost-of-living crisis, what’s driving growth in digital ad spending in the UK?
Key Stat: Digital ad spending now accounts for the vast majority of media spending - 82.6% this year. But as the normalized way to trade ad inventory, it will be more susceptible to external economic forces.
Key Report Features:
- 2 Exportable files for easy reading, analysis and sharing.
- 5 Charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- Why it’s important to stay on top of this topic
- The most important findings
- Media Gallery
Charts
- Digital Overtook Traditional Spending in 2016, and Its Dominance Continues to Grow
- Digital Ad Spending Will Recover This Year, but Still Fail to Match Previous Years’ Strong Growth Rates
- Retail Media Ad Spending Growth Continues to Outstrip Other Fast-Growing Digital Categories
- BVOD Has Been Steadily Rising as a Proportion of Broadcasters' Ad Revenues
- Amazon's Ad Performance Is Helping the Triopoly Retain Its Two-Thirds Share of Total Digital Spend
