Video drives digital ad spend growth in the UK to £6.4 billion during H1 2018

Anne Freier

In Mobile Advertising. October 11, 2018

UK advertisers spent £6.4 billion on digital ads during the first half of 2018, marking a growth of 15% year-on-year, according to the latest report from the Interactive Advertising Bureau (IAB) UK and PwC Digital.

As the mobile ad market matures, the IAB now reports its H1 ad expenditure for both mobile and desktop ad spend.

The latest findings also point toward a healthy display market with a 20% increase the year over to £2.3 billion.

The growth was largely driven by video, which saw a 40% jump in ad spend to £967 million. Meanwhile, non-video display inventory accounted for £1.3 billion expenditure during the reporting period.

“With mobile devices accounting for 75 percent of all UK adults’ time online, it is safe to assume smartphone penetration continues to contribute towards the 15 percent year-on-year growth in digital ad spend reported today,” said Tim Elkington, Chief Digital Officer at IAB UK.

The search market grew 15% to £3.3 billion to take a share of 52% of the total digital ad expenditure.

Jon Mew, CEO at IAB UK, added:

“With today’s half year announcement of gross revenue of £6.4bn and with impressive year-on-year growth of 15 percent, it is essential we remain focused not only on building the future for digital advertising but on building a sustainable future.”

Check out the full infographic below.