Digital advertising – the (next) big thing

Digital advertising will account for more than 50% of ad spend in the UK in 2015.The first country in the world where this has happened, with the average globally being around 30%.

Advertising spend in the UK in 2015 will total around £15.8bn. Of that, more than half – around £8bn – will be spent on digital ads. That could be paid search, video on demand, display or mobile apps. The dominance of online has been fueled by our changing digital habits such as the massive growth of mobile usage and by the ability of digital to adapt messaging and bid levels in real time.

This growth has come at the expense of all other media, but print has suffered most and scoops just £2.5bn. Who reads a newspaper for news these days? We all check Twitter or an online source for live – if potentially inaccurate – news. TV is holding its own, but I suspect this is only a temporary blip as convergence continues to blur the lines between screens.

Source: Strategy Analytics Advertising Forecast 2015