Industry researchers predict more than half of marketing cash will be spent digitally as tablets, smartphones and digital media dominate Britain’s shopping habits.
The UK is on course to become the first country in the world where spending on digital advertising outstrips all other traditional formats combined.
As consumers increasingly shop on smartphones and tablets, more than half of the nation’s advertising budget is expected to go on digital media this year, with a boom in paid-for results on search engines such as Google, according to sales and marketing researchers Strategy Analytics.
The UK will this year become the first country in the world where half of all advertising spend goes on digital media. Just over £16.2bn will be spent on all forms of advertising in the UK this year, including TV, newspapers, billboards, radio, online and on mobiles and tablets, according to eMarketer.
Digital advertising is expected to grow by 12% this year to £8.1bn, making the UK the first country in which £1 in every £2 will go on digital media. The surge in digital ad spend is being fuelled by the explosion in popularity of portable devices such as smartphones and tablets. Within the overall digital category ad spend on mobile devices will rise 45% this year to £3.3bn.
“Digital reaching the 50% threshold in the UK is a significant moment for the ad industry,” said Bill Fisher, analyst at eMarketer.
“The UK ad market is notable for its aggressive embrace of online advertising and its rapid adoption of mobile advertising.”
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