Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

UK Digital Advertising Stays Afloat Thanks to Digital Video Ad Spending

Digital won’t be able to make up for the shortfall in ad spend in traditional channels, but it will register a small increase this year. Underpinning this increase is digital video spend, which will post 15.0% growth.

We expect digital ad spend to increase by 0.3%, accounting for an increasing proportion of total spend, at 71.7%. That's an upward revision from our earlier forecast of 68.8%.

As things rebalance slightly in 2021, digital’s share will similarly level out. However, normal service will be resumed in 2022, and by the end of our forecast, digital ad spending will breach the three-quarters threshold—accounting for 75.6% of total media outlays in 2024.

Digital Video Is the Fastest-Growing Format

The marginal growth that we’re predicting for digital ad spending overall wouldn’t venture into positive territory were it not for digital video.

In 2020, we expect to see digital video ad spend grow 15.0%, accounting for £3.72 billion ($4.75 billion) and more than half of display for the first time—52.8% in fact. Even as things reset slightly in 2021, digital video will account for an increasing proportion of display spending. Double-digit growth will then continue through 2024 when video will account for almost 60% of total display spend. Video’s rise will essentially be predicated on the strong performance of YouTube and broadcaster video-on-demand (BVOD) platforms.

Last year, Enders Analysis predicted that BVOD revenues in the UK would reach £443 million ($552.7 million), up from £391 million in 2018 ($499.1 million). The lockdown will have likely exacerbated this upward trend. We predict that TV and digital video viewing (combined) will see a spike of 24 minutes per day this year, with digital video accounting for 14 minutes.

YouTube viewing will make up a sizable proportion of this digital video total time spent. This is reflected by its strong performance in Google’s stable of advertising performers—whereas we expect Google’s search business to decline 7.4%; its display revenues (buoyed by YouTube) will grow 3.8% in 2020.