Half of UK 2015 advertising spend - some £8 billion - will go on communications on the Internet and mobile devices. Online and mobile spend is forecast to grow 9.5% this year, compared to 1.6% for traditional advertising, while overall advertising is predicted to grow 5.4% to £15.8 billion, says Strategy Analytics.
“Digital crossing the 50% share threshold is a seminal moment in the history of the ad industry, particularly factoring in its dominance in the UK compared to globally,” said Michael Goodman, co-author of Strategy Analytics’ Advertising Forecast report. “Digital accounts for a third of ad spend in Western Europe, 30% globally and just over a quarter in the US – where TV still rules the roost.”
“UK ad revenue growth looks particularly strong, growing at a 60% faster rate than the US and Western Europe,” says Leika Kawasaki, co-author of the report. “It’s certainly more encouraging for print in the UK, with only a marginal decrease compared to a hefty 8% decline in the US and a 3% decline globally. However, outdoor and radio will experience much slower growth in the UK than globally.”