All UK digital marketing agencies spent a combined total of £13.4bn on digital ads last year – a 15% boost on 2017.
Last year, ad spend on desktop for the first time was less than that of smartphones. Ad spend on smartphones was 51% more than desktop. The ad spend was £6.9bn up from £ 5.2bn the previous year.
that Ofcom found smartphones to have overtaken laptops as UK internet users’ number one device in 2015. The path to get consumers comfortable with completing brand transactions on these mobile devices has been slower though; and this year uSwitch predicts that Brits will spend £25bn on goods ordered via their smartphones or tablets in 2019, a 66% rise from 2018.
Video ads led the way in ad spending accounting for 44% of the total display market at £2.31bn. Banner ad spend clocked in at £1.19bn.
Jeremy Hine, London chief exec of MullenLowe Group said “The report indicates that advertising spend is increasingly representative of real consumer behavior, as for the first time smartphone ad spend has overtaken desktop,” he added. “This is promising and shows a move towards advertisers truly listening to what consumers are doing, and where they’re consuming media, making for a better ad ecosystem for all.”