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UK: Social Networks Will Take a Quarter of Digital Ad Spend in 2018

London, 2 April 2018: A quarter of all UK digital ad spending will go to social networks this year, according to eMarketer’s most recent forecast.

In 2018, marketers in the UK will spend £3.3 billion ($4.2 billion) on social network advertising, a 24% increase over 2017. eMarketer has increased its projections for social networking advertising spend by almost 5 percentage points since the previous forecast, due to diversification in the marketplace which is driving up overall social network user rates and resulting in increased spend.

With the exception of TV, social network’s share of ad spending has now overtaken all traditional media formats in the UK. But come 2020, even TV will be reeled in, with social network ad spending accounting for a fifth of all media ad spend and broadcast TV, at just 17.8%.

“While Facebook has been losing teen users, Snapchat has been adding them,” said Bill Fisher, eMarketer’s UK senior analyst. “The result is a growing social media market, and one that advertisers are keen to utilize. Media-rich targeting options, with video a particularly big play, make platforms like Snapchat and Instagram especially attractive.”



eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.


About eMarketer

Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world.  eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy.  eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research, including forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally.  In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.

Sheelagh Doyle
Senior Director, Global PR and Communications
+44 (0) 203 510 1595

Posted on April 2, 2018.