The UK is the country with the largest market for digital ad spend in Europe, according to the latest forecast by research firm eMarketer. Overall, the UK’s digital spending is double that of Germany – the second largest market. Much of that is being driven by mobile.
eMarketer predicts that total digital ad expenditure in 2018 will account for 63.6% of all media ad spend in the UK. Spending will increase 9.9% during 2019.
For 2018, UK marketers are expected to spend twice as much on digital than TV or other traditional media. Meanwhile, mobile was up 20.3% in 2018, but is likely to be followed by a slight decline of 15.5% in 2019.
“Fundamentally, it’s consumer usage that’s driving the spend in mobile,” explained Andrew Mason, media operations director for UK and EMEA at Digitas.
He added that time spent on mobile devices was up to 182 minutes a day for non-voice usage, which was driving brands to rethink their digital strategies to include more mobile.
Retailers within automotive, CPG, retail and travel have already begun to explore mobile advertising and targeting strategies, and seen their conversions increase.
The study highlights that mobile is becoming an increasingly important aspect of the digital marketing mix and brands should prepare accordingly.