A. Guttmann
Research Lead covering media
Digital advertising in the United Kingdom (UK) - statistics & facts
The United Kingdom is the largest digital advertising market in Europe and one of the top three markets globally. Based on the latest data, digital advertising spending in the UK reached an all-time high of 36 billion British pounds in 2024, which was three times the amount reported in 2017. Not only that, but spending doubled from 2020 to 2024, highlighting the profound impact of the pandemic on the digitalization of Britain’s ad ecosystem.
Spotlight on digital advertising formats
Search and online display (including video) were the top digital advertising format in the UK in 2024, drawing a respective 16.9 billion and 16.7 billion British pounds in spending. Data showed that the focus on these two types correlated with European and global industry trends and also matched consumer preferences. Millions of consumers use search engines and watch online video content on a daily basis, explaining why companies are promoting their products and services via these channels more and more actively each year. Similarly, marketers in the UK also increasingly incorporate social media into their marketing mix, as consumers are most receptive to advertising on such platforms. Websites like Instagram and TikTok appeal to brands of all sizes not only because of their massive user bases and potential for influencer marketing but also because of their various advertising features, audience insights, and performance tracking options.Going with the mobile flow
Mobile advertising has become an essential driver of growth for the UK’s advertising industry. Based on the latest reports, mobile ad revenue in the UK has more than doubled since 2018, surpassing 20 billion British pounds in 2024. To put this figure into context, it accounted for roughly 51 percent of total digital ad spending in the country. Mobile ad campaigns made up 37 percent in 2018. This rapid embrace of mobile devices as advertising platforms aligns with the growing number of mobile internet users in the UK as well as the steady increase in smartphone usage. Consumers in the UK spend more time browsing the web via smartphone than ever before and considering that these devices offer companies unique location-based tracking and targeting options, they will likely become an even greater focal point for UK advertisers in the future.
