and one of the top three markets globally. Based on the latest data,
reached an all-time high of 29.6 billion British pounds in 2023, which was nearly three times the amount reported in 2017. Not only that, but spending jumped by nearly 80 percent from 2020 to 2023, highlighting the profound impact of the pandemic on the digitalization of Britain’s ad ecosystem.
Spotlight on digital advertising formats
Search and online display (including video) were the
top digital advertising format in the UK in 2023, drawing a respective 14.7 billion and 12.9 billion British pounds in spending. Data showed that the focus on these two types correlated with European and global industry trends and also matched consumer preferences. Millions of online users use search engines and watch online video content on a daily basis, explaining why companies are promoting their products and services via these channels more actively each year. Similarly, marketers in the UK also increasingly incorporate social media into their marketing mix, as consumers are most receptive to advertising on such platforms (272674). Websites like Instagram and TikTok appeal to brands of all sizes not only because of their massive user bases and potential for
influencer marketing but also because of their various advertising features, audience insights, and performance tracking options.
Going with the mobile flow
Mobile advertising has become an essential driver of growth for the UK’s advertising industry. Based on the latest reports,
mobile ad revenue in the UK has more than doubled since 2018, surpassing a 16.5 billion British pounds in 2023. To put this figure into context, it accounted for roughly 56 percent of total digital ad spending in the country. Mobile ad campaigns had made up less than 30 percent in 2015. This rapid embrace of mobile devices as advertising platforms aligns with the growing
number of mobile internet users in the UK as well as the steady increase in smartphone usage. Consumers in the UK spend more time browsing the web via smartphone than ever before and considering that these devices offer companies unique location-based tracking and targeting options, they will likely become an even greater focal point for UK advertisers in the future.
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