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.”
