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UK digital ad spend to continue unprecedented growth in 2016

Digital advertising spend is predicted to continue its strong growth in 2016, according eMarketer’s UK digital ad forecast.

The research firm expects UK digital ad spend to grow by 12%, in line with predicted growth in advertising revenues at Facebook, Google and Twitter.

Facebook’s predicted digital ad revenues have been revised upward and are likely to grow by 31.1% this year, totalling £1.19 billion.

Google’s digital ad revenues will grow by 13.9% to £3.8 billion this year, accounting for almost 40% of digital ad spend in the UK.

Twitter’s growth from digital advertising will slow, with eMarketer forecasting 13.2% growth to £153.5 million in 2016, down from 31% growth which had been forecast earlier in the year.

Bill Fisher, senior analyst at eMarketer, commented: "Across search and social media, mobile’s influence on ad spending continues to be significant. 

“This is simply a response to consumer behaviour, with the majority of social media usage now occurring on mobile, and mobile search behaviour, too, becoming more pronounced.”