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UK Digital Ad Spending by Industry 2018

Forecasts and Statistics for Automotive, CPG, Financial Services, Retail, Travel

About This Report
We forecast digital ad spending in the UK for 2018-2019 in five key industries, including spending on mobile and in search and display.
Table of Contents

Executive Summary

We forecast UK digital spending by the five largest-spending industries—automotive, consumer packaged goods (CPG), financial services, retail and travel—will grow nearly 10% in 2019. This report breaks out spending by display, search, desktop and mobile for each category.

What is the forecast for digital ad spending in the UK for 2019?

The UK is the largest market for digital ad spending in Europe, with more than double the amount of spending in digital channels than Germany, the next biggest market. We forecast overall digital ad spending for 2018 will total £12.98 billion ($16.72 US billion), accounting for 63.6% of total media ad spending. Spending will increase 9.9% in 2019, to £14.27 billion ($18.37 billion).

Which industries will spend the most on digital ad channels in the UK?

Of the industries we measured in the UK, retail leads digital ad spending, where it will reach £1.88 billion ($2.42 billion) in 2018.

How much of the growth in digital ad spending in the UK will be mobile?

We expect much of the growth in UK ad spending in digital channels through 2019 to come from mobile, up 20.3% in 2018, followed by a 15.5% increase in 2019.

WHAT’S IN THIS REPORT? We update our forecast of cross-industry digital ad spending in the UK, including projections for the automotive, CPG, financial services, retail and travel industries for 2018 and 2019. Ad spending is also broken out by device and format.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

13expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Industry Ad Spending Forecasts and Trends
  3. Digital Ad Spending Outlook
  4. Automotive Digital Ad Spending
  5. CPG Digital Ad Spending
  1. Financial Services Digital Ad Spending
  2. Retail Digital Ad Spending
  3. Travel Digital Ad Spending
  4. Key Takeaways
  5. eMarketer Interviews
  1. Related eMarketer Reports
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Ruth Cartwright
Amplifi UK
Head of AV
Interviewed June 27, 2018
Jean-Pierre Diernaz
Vice President, Marketing, Europe
Interviewed June 19, 2018
Nicholas Fletcher
Rakuten Marketing UK
Vice President, Client Success
Interviewed May 23, 2018
Nigel Gilbert
Vice President, Strategic Development, EMEA
Interviewed May 30, 2018
Ruth Manielevitch
Director, Business Development, EMEA
Interviewed May 23, 2018
Dino Myers-Lamptey
MullenLowe Mediahub
UK Managing Director
Interviewed May 23, 2018
Emma Newman
Vice President, UK
Interviewed July 12, 2018
Michelle Patrick
Amplifi UK
Head of Digital Display
Interviewed June 27, 2018
Guillaume Pousaz
CEO, Founder
Interviewed February 7, 2018
Philip Stelter
Managing Director
Interviewed May 23, 2018
Eric Visser
CEO, Founder
Interviewed May 23, 2018
Graeme Canter
Head of Media Operations
Interviewed June 8, 2018
Andrew Mason
Media Operations Director, UK, EMEA
Interviewed June 29, 2018


Patricia Orsini


Bill Fisher
Senior Analyst
Sean Creamer
Jennifer Jhun
Research Director, International and Special Projects
Angela Kim
Senior Researcher
Oscar Orozco
Senior Forecasting Analyst
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