Advertising - United Kingdom

United Kingdom

Ad spending in the Advertising market in the United Kingdom is forecasted to reach US$58.20bn in 2024.
The largest market within the Advertising sector is Search Advertising, with a market volume of US$23.46bn in 2024.
When compared globally, the United States is expected to generate the most ad spending, reaching US$422.30bn in 2024.
Within the Advertising market, 85.60% of the total ad spending is projected to come from digital sources in 2029.
The average ad spending per capita in the Search Advertising market is estimated to be US$345.20 in 2024.
Additionally, in the Advertising sector, Advertising market of the 91.91% revenue is anticipated to be generated through programmatic advertising in 2029.
The United Kingdom's advertising market is seeing a shift towards influencer marketing, with brands leveraging social media personalities to reach a wider audience.

Key regions: United States, China, Europe, Asia, Japan

Market

Region

Region comparison

Currency

Analyst Opinion

The Advertising market in United Kingdom has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Advertising market in United Kingdom have shifted towards digital platforms, as consumers increasingly spend more time online. This has led to a rise in digital advertising, with businesses investing more in online advertising channels such as social media, search engine marketing, and display advertising. Additionally, there has been a growing demand for personalized and targeted advertising, as consumers expect more relevant and tailored messages. This has prompted advertisers to adopt data-driven approaches, leveraging consumer insights and analytics to deliver more effective campaigns. Trends in the market also reflect the increasing importance of mobile advertising. With the widespread adoption of smartphones and the growing popularity of mobile apps, advertisers are focusing on mobile advertising strategies to reach consumers on-the-go. Mobile advertising offers unique opportunities for location-based targeting and interactive ad formats, enabling advertisers to engage with consumers in a more personalized and immersive way. Another trend in the Advertising market in United Kingdom is the rise of programmatic advertising. Programmatic advertising uses automated technology to buy and sell ad inventory in real-time, allowing advertisers to target specific audiences and optimize their ad spend. This has revolutionized the advertising industry by making the ad buying process more efficient and cost-effective. Local special circumstances also contribute to the development of the Advertising market in United Kingdom. The country has a highly developed media industry, with a wide range of television, radio, print, and digital platforms. This provides advertisers with diverse options to reach their target audience and effectively communicate their brand message. Furthermore, the United Kingdom has a strong creative industry, with a reputation for producing high-quality advertising campaigns. This creative talent pool attracts both domestic and international advertisers, driving innovation and excellence in the market. Underlying macroeconomic factors also play a role in the growth of the Advertising market in United Kingdom. The country has a stable economy and a high level of consumer spending, which creates a favorable environment for advertising investment. Additionally, the United Kingdom is a global business hub, attracting multinational companies and international brands. This increases the demand for advertising services, as businesses strive to establish their presence in the market and gain a competitive edge. In conclusion, the Advertising market in United Kingdom is experiencing growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, the rise of mobile and programmatic advertising, the presence of a strong creative industry, and a stable economy all contribute to the development of the market. Advertisers in United Kingdom are adapting to these trends and leveraging new opportunities to effectively reach their target audience and achieve their marketing objectives.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).