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UK digital ad forecast 2016-2018 - Venture Insights

Report Overview

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UK digital ad forecast 2016-2018

PublisherEnders Analysis.
Publish Date November 29, 2016
Sector Advertising, Content marketing, Internet, Media, Mobile, print.
Company Facebook, Google.

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Executive summary: £10 billion annual spend, Google and Facebook at 90% of growth

The UK digital ad market has been resilient in the immediate aftermath of the Brexit vote, and set to reach £10 billion in annual value by early next year
Growth is likely to remain strong even in the face of a possible economic slowdown next year, thanks to continuing growth of ecommerce and online media consumption
We expect media budgets to come under pressure, and this could be to the advantage of digital, which often provides better attribution of short term return on investment; we could see a “flight to attributability”
Within digital, growth is concentrated on video, social in-feed and search advertising on mobile, while desktop display is in decline: 2016 will be the first full calendar year when digital desktop ad spend is down year-on-year in the UK
Of this growth, Google and Facebook account for close to 90%, thanks to their leading offerings in the fastest-growing categories