Google’s and Facebook’s combined share of the digital ad market in the UK is set to grow from 62.7% in 2018 to 63.3% in 2019, according to a new forecast from eMarketer.
Interestingly, the duopoly is expected to strengthen despite Brexit concerns in the UK.
eMarketer analyst Bill Fisher explained that this was due to digital “attracting ad dollars because there [was] less friction in terms of moving spend into or out of it. That’s something that cost-conscious ad buyers are particularly mindful of, given the current economic climate.”
At the same time, the companies do provide excellent reach and exhaustive targeting features that have proven popular with advertisers time and again.
In 2019, the UK digital ad market is forecast to increase over 11% to £14.73 billion.
Google’s share of the UK digital ad market breaks down to 38.8% – the same as last year – whilst Facebook will reach 24.5%, up from 22.2% in 2018 to £3.62 billion.
eMarketer also highlighted that the duopoly’s combined share of the UK ad market was larger than their US share (59.3%).
And growth is unlikely to stagnate as the companies are predicted to reach a 64.7% share of the digital ad market in the UK in 2021, despite projected losses for Google in the US.
These losses can be predominantly attributed to stronger competition from the likes of Amazon, which eMarketer expects to reach 8.8% in US digital ad market share, up from 6.8% in 2018.
Competitors including Snapchat (0.7%) and Twitter (1.4%) are catching small shares below 2% of the UK ad market this year. However, growth is anticipated to be larger with Snapchat reaching £100.1 million in ad revenues and accounting for 0.9% of the UK mobile ad market.
Meanwhile, Instagram is set to increase almost 52% in 2019 to reach £984.0 million accounting for 6.7% of the UK digital market and 9.5% of the mobile market.