UK advertising market dominated by £10.3bn spend on digital platforms

 
Alys Key
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Money is being increasingly poured into mobile advertising (Source: Getty)

Advertisers spent £10.3bn on internet ads in the UK last year, almost half the total expenditure of £21.4bn.

Total ad spend was up 3.7 per cent, with digital formats continuing to drive growth at a year-on-year rise of 13.4 per cent. The figures, released today by the Advertising Association and WARC, also showed that mobile advertising accounted for 99 per cent of digital advertising growth.

Spending on other media also grew, with TV advertising at a new high of £5.3bn, boosted by a 12.6 per cent rise in video-on-demand revenue. Cinema and radio also grew by 8 per cent and 5.4 per cent apiece.

James McDonald, senior data analyst at WARC, said the shift to digital marked the biggest change to the industry since the ad spend report began in 1982.

He said: "The trend will continue as ad tech improves and consumers spend more time with their internet-connected devices."

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