By David Murphy
The UK is set to become the first country in the world where digital media will take a 50 per cent share of all ad spend according to eMarketer’s latest media ad spending forecast. Norway and China will follow close behind, with digital grabbing a 45 per cent and 43.6 per cent share, respectively, of ad spend in each country. However, the UK will retain its lead by this measure until 2018, when digital’s portion of total ad spending in China will become the largest worldwide.
Total media spend in the UK is estimated to grow by 6 per cent in 2015 to top £16.3bn, with the spend split equally between digital and all other traditional formats – TV, print, outdoor and radio – combined. Ad spend on mobile and online devices will attract more than twice the ad spend that goes to TV, which will account for a 24.9 per cent share this year, eMarketer estimates.
Digital ad growth in the UK will be driven mostly by spending on mobile, which is expected to rise 45 per cent this year to over £3.3bn, up from around £1.2bn in 2013, eMarketer estimates. (The PwC/IAB UK mobile ad spend figures …read more
Source:: Mobile App News