Search Advertising - United Kingdom

United Kingdom

Highlights

Ad spending in the Search Advertising market in the United Kingdom is forecasted to reach US$24.23bn in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 7.91%, leading to a projected market volume of US$38.25bn by 2030.
When compared globally, the United States will contribute the most to ad spending, with US$137.00bn in 2024.
Within the Search Advertising market in the United Kingdom, 46% of total ad spending will come from mobile devices by 2030.
The average ad spending per internet user in the Search Advertising market in the United Kingdom is estimated to be US$412.80 in 2024.
The United Kingdom's Search Advertising market sees a rise in programmatic ad buying, driving targeted and cost-effective digital campaigns for businesses.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in United Kingdom has been experiencing significant growth in recent years. Customer preferences have shifted towards online search as a primary method of finding information and making purchasing decisions. This trend is driven by the convenience and accessibility of search engines, as well as the increasing use of mobile devices.

Customer preferences: Customers in United Kingdom have shown a strong preference for using search engines to find information and make purchasing decisions. This is due to the ease of use and convenience of search engines, which allow users to quickly find relevant information. Additionally, the increasing use of mobile devices has made search advertising even more important, as users can easily search for products and services while on the go.

Trends in the market: One of the key trends in the Search Advertising market in United Kingdom is the increasing use of mobile search. With the widespread adoption of smartphones and tablets, more and more users are conducting searches on their mobile devices. This has led to a shift in advertising strategies, with companies focusing on optimizing their websites and ads for mobile devices. Additionally, the rise of voice search has also impacted the market, as users can now search for information using their voice instead of typing. Another trend in the market is the growing importance of local search advertising. Users in United Kingdom are increasingly searching for local businesses and services, such as restaurants, shops, and healthcare providers. This has led to an increase in the use of location-based advertising, where businesses can target users based on their location. This trend is particularly important for small businesses, as it allows them to compete with larger companies on a local level.

Local special circumstances: United Kingdom has a highly developed digital infrastructure, with a high internet penetration rate and widespread use of mobile devices. This has created a favorable environment for the growth of the Search Advertising market. Additionally, the country has a large and diverse population, providing a wide customer base for advertisers to target.

Underlying macroeconomic factors: The growth of the Search Advertising market in United Kingdom is also influenced by underlying macroeconomic factors. The country has a strong economy and a high level of consumer spending, which has led to increased advertising budgets. Additionally, the competitive nature of the market has driven companies to invest in search advertising in order to reach their target audience and gain a competitive edge. In conclusion, the Search Advertising market in United Kingdom is experiencing significant growth due to customer preferences for online search, the increasing use of mobile devices, and the growing importance of local search advertising. The country's digital infrastructure, strong economy, and high consumer spending also contribute to the market's development.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.