NEWS24 March 2015

Digital to reach 48% of total UK ad spend in 2015

UK — A global ad spend report from Carat predicts that digital media spend will reach 48.2% share of the total UK market this year, increasing to a majority share of 51.1% in 2016.

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The report, based on data received from 59 markets across the Americas, Asia Pacific and EMEA, predicted that 2015 ad spend across all media will increase by US$23.8bn to reach US$540bn. This accounts for a 4.6% year-on-year increase, and is driven primarily by a 50% rise in mobile spending and a 21% rise in online video spending. The UK market is predicted to grow by 6.4%, with only the print market expected to slow down.

Digital media, with an overall predicted US$17.1bn (or 15.7%) increase in spend in 2015, is outpacing previous Carat predictions from September 2014. Globally, digital is predicted to account for around 26% of total advertising spend in 2016.