Europe was by far the United Kingdom's most important export trading partner region of advertising services in 2024, with an export value of 10.7 billion British pounds. The second most important export trading partner was North America, with exports amounting to 4.1 billion pounds.

Advertising media owners' revenue is expected to reach ** billion British pounds in 2022, with close to ** percent attributed to internet advertising. The next highest spending areas for advertising include television and newsbrands. However, newsbrands and magazines are the two media that have seen net adverting spend fall during measured period. Digital and social media spend Internet advertising spend accounts for close to ********** of the total spend in the UK. Advertising via the internet allows advertisers to bring promotional content to consumers using online technologies. It includes, among others, advertisements placed on social media platforms and search engines, banner ads on desktop as well as mobile websites and promotional messages delivered via email. Growth of media spend in the UK Whether it is for the purpose of increasing sales, product awareness, increasing market share or to promote brand loyalty, the simple fact is that brands will continue to advertise to try and put themselves ahead of the competition. In 2022, the highest growth in ad spend in the UK is forecast for cinema, at over *** percent, followed by digital out-of-home at ** percent. In total, the industry is expected to see **** percent year-on-year growth that year.

Over the five years through 2024-25, revenue is expected to climb at a compound annual rate of 6.4% to £40.9 billion. Advertising agencies have benefitted from expanding advertising budgets. Resilient consumer spending and surging online advertising work as internet and device access reach new heights have lifted revenue. Major sporting events have also underpinned demand for TV advertising. However, the cost-of-living crisis has forced businesses to become more cautious when considering marketing budgets, weighing on demand. Business and consumer confidence has plunged in reaction to economic woes, with the GFK hitting its lowest point in 2022-23, slashing ad spending as companies attempted to cut to save money. Revenue recovery has proved successful, driven by formidable growth in emerging markets and the urge to return to business as usual with the confidence rebooting. In 2024-25, revenue is expected to swell by 3.9% off the back of strong online advertising sales, with the 2024 Paris Olympic Games, Euros and general election providing a marked jump. Revenue is forecast to hike at an annual rate of 3.1% over the five years through 2029-30 to £47.6 billion. Inflation will continue stabilising and falling interest rates will encourage investment, requiring advertisers to promote new projects. This will continue to improve household finances and business confidence. Companies' efforts to enhance research and development in advanced digital and AI products are likely to boost demand, as businesses typically promote new products and services through ads. This increased focus on innovation could lead to new offerings that need visibility, driving higher advertising expenditure to capture consumer attention. However, while demand for online advertising services is projected to boom, the benefits may be limited, resulting from more companies dealing directly with online providers, increased competition and market saturation. The rapid emergence of AI technology has led to mass investment from big companies, like WPP, meaning smaller companies may want to find niche markets to cater to as they could be unable to match the AI arsenal of the heavy hitters.

Snapshot img

Digital Advertisement Spending Market Size 2024-2028

The digital advertisement spending market size is forecast to increase by USD 570.7 billion at a CAGR of 18.51% between 2023 and 2028. The digital advertising spending market is experiencing significant growth, driven by several key trends and factors. One major factor is the decline in offline ad spending as businesses increasingly shift their budgets toward digital channels. Another trend is the evolution of programmatic advertisement buying, which allows for more targeted and efficient ad placements. However, the market also faces challenges, particularly in the area of OTT (over-the-top) advertising. Video advertising, including photo and video ads, has gained immense popularity due to the rise of streaming platforms and smartphone devices. With the proliferation of streaming services and cord-cutting, advertisers are seeking effective strategies to reach audiences in this new media landscape. Overall, the digital advertising market is poised for continued growth, but advertisers must navigate these trends and challenges to maximize their impact and ROI.

Market Analysis

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The digital advertising spending market is a significant segment of the digital media industry, driven by the increasing usage of social media, video, search engines, mobile devices, laptops, and desktops. The market encompasses various sectors such as health care, media and entertainment, ecommerce websites, and technology infrastructure. In the digital world, advertisers invest heavily in online advertising, digital media, online portals, and digital marketplaces to reach their target audience. Social media platforms have also emerged as a major advertising channel, enabling businesses to engage with their customers in real-time.

The online population's growth and the shift from traditional television advertisement to digital video marketing are key factors driving the market's expansion. The digital advertising market is also influenced by technology advancements such as multifactor authentication, crypto currency, and digital creative services. These technologies provide enhanced security, convenience, and creativity, making digital advertising more effective and engaging for consumers. Overall, the digital advertising market is expected to continue growing, offering ample opportunities for businesses to reach their audience and thrive in the digital marketplace.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  Display ad
  Search ad
  Others


Geography

  North America

    US


  APAC

    China
    Japan


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Type Insights

The display ad segment is estimated to witness significant growth during the forecast period. In the digital world, various forms of advertisement such as display, email, social media, video, and search engine advertising, are increasingly gaining popularity among businesses looking to reach their target audience online. According to recent studies, The market is projected to expand significantly over the next few years, driven by the widespread use of internet-connected devices like laptops, desktops, smartphones, and tablets. This growth can be attributed to the ability of digital media to provide targeted advertising through IP targeting, reaching both business-to-business (B2B) and business-to-consumer (B2C) customers directly. Digital ads come in various formats, including visual ads, photo video ads, and multifactor authentication ads, and can be found on online portals, ecommerce websites, streaming platforms, and technology and infrastructure websites.

The media and entertainment, health care, transport and tourism, IT and telecom industries are major contributors to the digital advertising market. Traditional television advertisement continues to coexist with digital video marketing, offering advertisers the flexibility to reach a mass audience through both channels. Moreover, the coronavirus pandemic has accelerated the shift toward digital advertising as businesses look for new ways to engage with their customers and adapt to changing consumer behavior. Digital creative services and strategic campaign development have become essential components of successful digital ad spending, ensuring that ads are tailored to the audience and delivered through the most effective channels.

Overall, the digital advertising market offers advertisers a cost-effective and measurable way to reach their target audience and drive conversions in the ever-evolving digital landscape.

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The display a

The United Kingdom Marketing Agencies Market report segments the industry into By Service Type (Digital Marketing Services, Traditional Marketing Services, Full-Service Agencies), By Mode (Online, Offline), By Application (Large Enterprises, Small and Mid-sized Enterprises (SMEs)), and By End-User (BFSI, IT & Telecom, Retail & Consumer Goods, Public Services, Manufacturing and Logistics).

Number of Businesses statistics on the Advertising Agencies industry in the UK

Social media platforms are integral to people's lives, offering ways to communicate, create and view content and share information. According to Ofcom, approximately 89% of UK internet users in 2023 used social media apps or sites. Teenagers and young adults are the biggest users, although there is rapid uptake among older age groups. Advertising is the primary revenue source for social media platforms, although subscription-based services are gaining momentum as platforms seek to diversify their incomes. TikTok is the success story of the last few years, becoming the most downloaded app between 2020 and 2022, according to Apptopia. The short-form video platform reported that it averaged revenue growth of over 450% between 2019 and 2022. After Musk's takeover, X, formerly known as Twitter, adjusted its content moderation and allowed previously banned accounts to return. As a result, over 600 advertisers have pulled their ads from the site because of fears their brand may be associated with malcontent. In response to falling ad revenue, X has introduced a subscription-based service which enables users to verify themselves and boosts the number of people who view their tweets. Meta-owned Facebook and Instagram have responded by introducing a similar service. Revenue is expected to grow by 14.3% in 2024-25, constrained by a slowdown in user growth for most major social media platforms. Over the five years through 2024-25, revenue is forecast to expand at a compound annual rate of 32.8% to reach £9.8 billion. Looking forward, regulations relating to how data is collected, stored, and shared will force advertisers and platforms to rethink how they can target their desired demographics. The rising prominence of AI will require the introduction of adequate regulations. The Online Safety Bill sets out new guidelines for social media platforms to abide by, with hefty fines in store for those who do not. Operating costs will swell as platforms look to meet consumers’ expectations, weighing on profit. Over the five years through 2029-30, social media platforms' revenue is projected to climb at an estimated 9.4% to reach £15.4 billion.

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Advertising Services Market Size 2024-2028

The advertising services market size is forecast to increase by USD 156 billion at a CAGR of 4.34% between 2023 and 2028.

The market is experiencing significant growth, driven by the increasing popularity of in-app advertising and the integration of Augmented Reality (AR) technology into marketing campaigns. In-app advertising has become a preferred choice for businesses looking to reach their audience in a more targeted and engaging way. According to recent studies, mobile app usage has d, with users spending an average of 3 hours and 15 minutes per day on mobile apps. This trend presents a substantial opportunity for advertising services providers, as more businesses look to capitalize on this captive audience. However, the market is not without challenges. The growing adoption of ad-blocker solutions by consumers is a major concern for advertising services providers. Ad-blockers are estimated to reach 700 million users worldwide by 2023, posing a significant threat to the effectiveness of traditional digital advertising. To navigate this challenge, advertising services providers must invest in innovative ad formats and targeting strategies that can bypass ad-blockers and deliver personalized and relevant ads to consumers. Additionally, staying abreast of emerging technologies, such as AR and Artificial Intelligence (AI), and integrating them into advertising campaigns will be crucial for companies seeking to differentiate themselves in a crowded market. By focusing on these key trends and challenges, advertising services providers can capitalize on the growing demand for digital advertising and effectively navigate the evolving market landscape.

What will be the Size of the Advertising Services Market during the forecast period?

Request Free SampleThe market in the US continues to experience growth, fueled by the increasing number of mobile phone users and the expansion of digital media. E-commerce platforms have emerged as significant advertisers, driving demand for search engine advertising and display ads. Internet penetration has reached an all-time high, providing advertisers with a vast audience to target. Video advertising, including video ads, has gained popularity due to the increasing consumption of digital content. Microsoft advertising and other ad platforms have adopted data-driven strategies, leveraging artificial intelligence and data analytics to deliver personalized advertisements. However, challenges such as ad fraud and privacy concerns persist, necessitating the development of advanced technologies and regulations. Emerging economies offer significant growth opportunities, particularly in healthcare and other industries. Demographics continue to influence advertising trends, with social media advertising remaining a key channel for reaching younger audiences. Advertisement channels continue to evolve, with email advertising and other forms of digital marketing maintaining their relevance.

How is this Advertising Services Industry segmented?

The advertising services industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments. TypeDigital advertisingTV advertisingPrint advertisingOOH advertisingOthersGeographyNorth AmericaUSAPACChinaJapanEuropeGermanyUKSouth AmericaMiddle East and Africa

By Type Insights

The digital advertising segment is estimated to witness significant growth during the forecast period.Digital advertising encompasses the utilization of the Internet and advanced digital technologies, including search engine optimization (), pay-per-click, email advertisements, and various digital media and platforms, to promote products or services. The global advertising market is experiencing significant growth during the forecast period, driven by several factors. The increasing global Internet penetration, expanding mobile phone user base, and growing number of user searches are primary contributors to the digital advertisement spending segment. Additionally, the ongoing digital transformation across industries necessitates businesses to enhance their online presence. Programmatic advertising, a data-driven strategy, is gaining popularity due to its efficiency and ability to target specific audience demographics. Microsoft Advertising and other ad platforms employ programmatic advertising, enabling businesses to reach their desired audience more effectively. Digital media, including social media, television, and e-commerce platforms, are increasingly becoming essential advertising channels. Artificial Intelligence (AI) is revolutionizing the advertising industry by enabling personalized and sustainable advertising. AI-driven ad formats, such as smart ads and video ads, cater to individual consumer

Snapshot img

Ad Spending Market Size 2025-2029

The ad spending market size is forecast to increase by USD 363.8 billion, at a CAGR of 8.7% between 2024 and 2029.

The market is witnessing significant shifts, driven by the proliferation of ad-exchange platforms and the integration of Augmented Reality (AR) technology into advertising. The increasing number of ad-exchange platforms is enabling more efficient and targeted ad placements, providing marketers with greater reach and precision in their campaigns. Simultaneously, AR's ability to create immersive and interactive advertising experiences is revolutionizing the way brands engage with consumers. However, the high cost of advertising remains a formidable challenge for many businesses. As competition intensifies and consumer attention becomes increasingly fragmented, companies must optimize their ad spend to maximize returns.
To succeed, they must adopt data-driven strategies, leveraging advanced analytics and AI to gain insights into consumer behavior and preferences. By tailoring their messaging and targeting, companies can effectively engage consumers and stand out in a crowded marketplace. Additionally, collaborations and partnerships with leading ad-tech companies and ad-exchange platforms can help smaller businesses access advanced technologies and expertise, leveling the playing field and enabling them to compete effectively.

What will be the Size of the Ad Spending Market during the forecast period?

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The market continues to evolve, with dynamic market activities unfolding across various sectors. Behavioral targeting and ad servers play crucial roles in delivering personalized ads to consumers. Ad production and email marketing are essential tools for creating engaging content, while influencer marketing adds authenticity to campaigns. Ad measurement and market research provide valuable insights for optimizing marketing strategies. Contextual targeting and affiliate marketing expand reach by aligning ads with relevant content and leveraging partnerships. Programmatic advertising, real-time bidding, and marketing technology enable automated media buying and ad optimization. Creative development and video advertising captivate audiences, while ad fraud, ad blocking, brand safety, and ad design address emerging challenges.

Marketers employ various tactics, from display advertising and pay-per-click to native advertising and content marketing, to engage consumers effectively. Attribution modeling and marketing analytics provide insights into campaign performance, while brand strategy and advertising agencies shape brand narratives. Ad exchanges and supply-side platforms facilitate transactions between buyers and sellers, ensuring a seamless ad ecosystem. Click-through rates, ad spend optimization, and mobile advertising are essential metrics for measuring success. As the market continues to evolve, marketers must adapt to emerging trends and technologies to stay competitive.

How is this Ad Spending Industry segmented?

The ad spending industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Digital
  TV
  OOH
  Print


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    UK


  Middle East and Africa

    UAE


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Type Insights

The digital segment is estimated to witness significant growth during the forecast period.

In the dynamic marketing landscape, digital advertising plays a pivotal role in business growth. Advertisers increasingly rely on marketing automation and demand-side platforms (DSPs) to optimize ad spend and reach their target audience effectively. Ad copywriting, a crucial aspect of digital advertising, ensures engaging and persuasive messaging. Programmatic advertising, including real-time bidding (RTB), has revolutionized media buying, enabling contextual and behavioral targeting. Digital platforms offer various advertising formats, such as display, video, mobile, native, and pay-per-click (PPC), catering to diverse marketing objectives. Marketing technology (Martech) solutions, including ad servers, ad exchanges, and ad networks, facilitate seamless ad delivery and measurement.

Creative development and ad production are essential components, ensuring visually appealing and impactful ads. Brand safety and ad fraud mitigation are essential concerns, with industry initiatives addressing these issues. Content marketing and influencer marketing complement digital advertising, providing valuable brand engagement and authenticity. Ad measurement and marketing analytics enable data-driven decision-making, ensuring optimal campaign per

Snapshot img

Digital Video Advertising Market Size 2025-2029

The digital video advertising market size is forecast to increase by USD 636.3 billion at a CAGR of 44.8% between 2024 and 2029.

The market is experiencing significant growth, fueled by the increasing popularity of in-app advertising and the rising spending on online video and Connected Television (CTV) advertising. However, this market faces challenges as well. The growing use of advertisement blocking solutions poses a significant obstacle, with consumers increasingly adopting ad-blockers to avoid intrusive ads. GDPR and CCPA compliance safeguard consumer privacy, while conversion rate and mid-roll ads drive sales.
Advertisers must navigate this challenge by implementing non-intrusive ad formats and focusing on delivering value to consumers. To capitalize on the market's opportunities, companies must stay abreast of the latest trends and consumer preferences, while also addressing the challenges to effectively engage audiences and maximize ROI. This trend is driven by the increasing consumption of digital content on mobile devices and smart TVs, providing advertisers with a vast audience base.

What will be the Size of the Digital Video Advertising Market during the forecast period?

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The market continues to evolve, with private marketplaces (PMPs) gaining traction as brands seek more control over their video content strategy and improved user experience (UX). Brand safety and ad quality scores are paramount, driving the demand for advanced competitive analysis tools. Influencer marketing and call-to-actions (CTAs) are essential components of effective video ad campaigns, with landing page optimization and programmatic guaranteed deals further enhancing campaign performance.

Video content production and viewability measurement are crucial aspects of video analytics dashboards, enabling businesses to optimize their social video advertising efforts in the open auction environment. Video ad spend is projected to increase significantly, fueled by the growing popularity of video content distribution across various platforms. New technologies, such as smart radio and voice over IP, are enabling seamless communication between terrestrial users and mobile radios, leading to increased interoperability and range accessibility.

How is this Digital Video Advertising Industry segmented?

The digital video advertising industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

End-user

  Retail
  Consumer goods and electronics
  Media and entertainment
  Automotive
  Others


Type

  Desktop
  Mobile


Service Type

  In-Stream video ads
  Out-Stream video ads
  Linear video ads
  Nonlinear video ads
  Others


Geography

  North America

    US
    Canada
    Mexico


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  Rest of World (ROW)

By End-user Insights

The Retail segment is estimated to witness significant growth during the forecast period. In the dynamic the market, various entities play pivotal roles in delivering effective and engaging campaigns for businesses. Marketers and brands leverage video ad serving to deliver skippable ads, ensuring a better user experience. Demand-side platforms (DSPs) facilitate real-time bidding (RTB) and frequency capping, optimizing ad delivery and preventing ad overexposure. Dynamic ad insertion and out-stream video ads expand reach, while ad fraud detection and verification maintain transparency and trust. Native video ads blend seamlessly with content, and programmatic advertising streamlines the buying process. Completion rate and click-through rate (CTR) are essential metrics, with over-the-top (OTT) ads and in-stream video ads catering to diverse audience preferences.

Brands invest in ad creative production and A/B testing for optimal campaign performance. Behavioral targeting, contextual targeting, and demographic targeting refine audience reach. Inventory management, creative optimization, and cross-device tracking ensure efficient ad delivery across platforms. Ad exchanges and header bidding enable competition among multiple buyers, driving up yields. Unskippable ads and interactive video ads capture user attention, while personalized video ads build stronger connections. Technological advancements, such as video player technology and attribution modeling, enhance the overall effectiveness of digital video advertising. Battery life concerns on smartphones have led consumers to seek out radio apps and music streaming platforms, which offer uninterrupted a

Snapshot img

Mobile Advertising Market Size 2025-2029

The mobile advertising market size is forecast to increase by USD 430.9 billion, at a CAGR of 14.3% between 2024 and 2029.

The market is experiencing significant expansion, driven primarily by the increasing popularity of in-app advertising. This trend is fueled by the growing usage of mobile devices for various activities, including social media, entertainment, and e-commerce. Another key driver is the rapid advancement of programmatic advertising, which allows for real-time bidding and targeted ad delivery, enhancing the effectiveness of mobile ad campaigns. However, the market faces challenges as well. Rising privacy and security concerns, particularly with the increasing use of personal data for targeted advertising, necessitate robust data protection measures.
Companies must navigate these challenges by implementing transparent data handling practices and adhering to stringent privacy regulations to maintain consumer trust and comply with evolving industry standards. To capitalize on market opportunities and stay competitive, businesses must adapt to these trends and challenges, focusing on innovative ad formats, data-driven targeting, and robust data security solutions.

What will be the Size of the Mobile Advertising Market during the forecast period?

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The market continues to evolve, with dynamic market activities shaping its landscape. User acquisition remains a key focus, with attribution modeling and data privacy playing essential roles. Supply-side platforms (SSPs) facilitate the sale of advertising inventory, while conversion rate optimization relies on real-time bidding (RTB) and audience targeting. Video ads and banner ads dominate the scene, with contextual targeting ensuring ad relevance. User retention is a growing concern, with reward video ads and in-app purchases proving effective strategies. Ad fraud detection and brand safety are paramount, with ad verification and ad exchanges ensuring transparency. A/B testing and ad networks provide valuable insights into ad creative performance, while click fraud and ad fatigue pose ongoing challenges.

Mobile measurement and data analytics enable continuous optimization, with location-based advertising adding a layer of personalization. Programmatic advertising streamlines the buying and selling process, with search ads and landing pages playing crucial roles in driving conversions. Behavioral targeting and data privacy regulations add complexity, requiring innovative solutions. The market's continuous dynamism underscores the need for agility and adaptability, with ongoing innovation and evolution shaping its future. Brands are increasingly recognizing the value of reaching consumers through mobile applications, as users spend an unprecedented amount of time on their devices.

How is this Mobile Advertising Industry segmented?

The mobile advertising industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Type

  Search
  Display
  Video
  Others


End-user

  Large enterprise
  SMEs


Component

  Platforms
  Services


Geography

  North America

    US
    Canada
    Mexico


  Europe

    Germany
    UK


  APAC

    Australia
    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Type Insights

The search segment is estimated to witness significant growth during the forecast period. In the dynamic world of mobile advertising, various entities play pivotal roles in delivering targeted and effective campaigns. Ad servers facilitate the delivery of ads to the appropriate audience, while fraud detection systems ensure authenticity. Demand-side platforms (DSPs) enable real-time bidding (RTB) for efficient media buying, and ad verification ensures brand safety. A/B testing optimizes ad creative, and ad networks expand reach. Mobile measurement provides insights into campaign performance, and contextual targeting enhances relevance. Ad exchanges facilitate the buying and selling of ad inventory, and click fraud detection mitigates malicious activity. Programmatic advertising streamlines the buying process, and ad fatigue strategies maintain user engagement.

Data privacy is a critical concern, with supply-side platforms (SSPs) managing inventory and conversion rates. Video ads, banner ads, display ads, search ads, and landing pages are essential formats, with user acquisition and attribution modeling driving growth. Behavioral targeting and location-based advertising offer personalized experiences, and in-app purchases and ad tracking provide valuable insights. Marketer

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Programmatic Advertising Spending Market Size 2025-2029

The programmatic advertising spending market size is forecast to increase by USD 892.7 billion, at a CAGR of 38.1% between 2024 and 2029.

The market is experiencing significant shifts, driven by the increasing trend toward online shopping and the high penetration of augmented reality (AR) technology in the advertising sector. Consumers' preference for digital channels has led to a surge in programmatic ad spending, providing businesses with unprecedented opportunities to reach their audiences effectively. AR technology, with its ability to create immersive and interactive ad experiences, is revolutionizing the way brands engage consumers, further fueling market growth. However, the market faces challenges that necessitate strategic navigation.
The low transparency in the programmatic advertising ecosystem poses a significant obstacle for marketers, making it difficult to assess the effectiveness and value of their ad spend. Addressing this challenge through increased transparency and accountability measures will be crucial for businesses looking to optimize their programmatic advertising strategies and maximize their returns.

What will be the Size of the Programmatic Advertising Spending Market during the forecast period?

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Programmatic advertising spending continues to evolve, driven by the intersection of real-time data, automation, and advanced technologies. Cross-device tracking and performance measurement enable advertisers to reach consumers consistently across various touchpoints. Real-time bidding (RTB) and header bidding allow for efficient and effective campaign management, while frequency capping and demographic targeting ensure brand safety and audience segmentation. Machine learning algorithms and predictive analytics optimize ad creative and audience engagement, driving conversions. Social media advertising and private marketplaces offer new opportunities for reach and transparency. Programmatic direct and first-party data enable data-driven decision making, enhancing agile marketing strategies. Transparency and accountability remain crucial, with ad fraud detection and brand safety measures evolving to address emerging challenges.

Contextual targeting and targeting options expand reach and relevance, while supply-side platforms and ad exchanges facilitate the buying and selling of ad inventory. The programmatic landscape continues to unfold, with digital out-of-home (DOOH), native advertising, and automated optimization shaping the future of programmatic advertising. Artificial intelligence (AI) and real-time data further enhance the capabilities of programmatic platforms, enabling more effective and efficient advertising strategies.

How is this Programmatic Advertising Spending Industry segmented?

The programmatic advertising spending industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Application

  Open auction
  Automated guaranteed
  Invitation-only
  Unreserved fixed-rate


Type

  Mobile
  Desktop


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

.

By Application Insights

The open auction segment is estimated to witness significant growth during the forecast period.

The market is characterized by the integration of various advanced technologies and strategies to deliver targeted and personalized ads in real-time. Cross-device tracking enables advertisers to follow consumers across multiple devices, providing a more comprehensive understanding of their behavior and preferences. Performance measurement tools help advertisers assess the effectiveness of their campaigns, while real-time data fuels real-time bidding (RTB) and automated optimization. Privacy regulations, such as GDPR and CCPA, have brought about stricter data handling practices, necessitating the use of first-party data and data-driven decision making. Demand-side platforms (DSPs) and supply-side platforms (SSPs) facilitate programmatic bidding, allowing advertisers to place bids on ad inventory in real-time.

Frequency capping, demographic targeting, and audience segmentation are crucial targeting options to ensure efficient ad delivery and minimize ad waste. Brand safety and transparency and accountability are essential considerations, with ad fraud detection and predictive analytics playing key roles in maintaining trust and confidence in the digital advertising ecosystem. Native advertising,

Market Size statistics on the Digital Advertising Agencies industry in the UK

Advertising expenditure in the United Kingdom in 2024 amounted to 42.6 billion British pounds, up by roughly 10 percent compared to previous year. Ad spend in the country is expected to increase by six percent in 2025 and by another six percent a year later. Advertising expenditure by medium How is ad spending in the UK broken down by media? In 2024, nearly 86 percent was spent on digital media. Traditional media with highest ad investments were TV and out-of-home. Online radio and cinema attracted lowest ad spending. What is the top advertising campaign in UK? Industry bodies look at the performance of advertising campaigns. Rankings help agencies measure the effectiveness of their campaigns as compared to their rivals. At the end of 2023, the McCann Manchester and UM Manchester lead campaign for Aldi was the most effective advertising campaign with an index score of 72 points.

The UK entertainment and media market size reached USD 128 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 194.8 Billion by 2033, exhibiting a growth rate (CAGR) of 4.78% during 2025-2033. The market is booming due to the country's continuous digital transformation, increased internet penetration, rising consumer spending on experiences, the growing importance of social media platforms, and significant growth in online advertising.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2025-2033. Our report has categorized the market based on product and revenue type.

The United Kingdom digital marketing market reached approximately USD 30.14 Billion in 2024. The market is projected to grow at a CAGR of 11.10% between 2025 and 2034, reaching a value of around USD 86.35 Billion by 2034.

Snapshot img

Online Ad Spending Market Size 2025-2029

The online ad spending market size is forecast to increase by USD 286.6 billion, at a CAGR of 11.7% between 2024 and 2029.

The market is experiencing significant shifts, with a noticeable decline in offline advertising expenditures driving more businesses towards digital channels. This trend is fueled by the increasing popularity of online video and connected TV (CTV) advertising, as consumers increasingly engage with content on digital platforms. However, this market is not without challenges. The rise of click fraud activities poses a significant threat, requiring robust fraud detection mechanisms and continuous optimization of digital ad campaigns to mitigate potential losses. Companies seeking to capitalize on the opportunities presented by this dynamic market must stay abreast of these trends and proactively address the challenges to maintain a competitive edge.
Effective strategies include investing in advanced ad fraud prevention technologies, optimizing video and CTV ad placements, and leveraging data-driven insights to create targeted and personalized campaigns. By navigating these trends and challenges, businesses can maximize their online ad spending and effectively reach their audiences in the digital realm.

What will be the Size of the Online Ad Spending Market during the forecast period?

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The market continues to evolve, with digital marketing strategies becoming increasingly intricate and data-driven. Entities such as website structure, voice search optimization, and search network play pivotal roles in this dynamic landscape. Artificial intelligence and machine learning are revolutionizing the way businesses approach marketing, from keyword research and content marketing to predictive analytics and decision making. Marketing technology, including SEO tools and marketing automation, enables businesses to optimize their online presence and enhance user experience. Disruptive technologies like schema markup, ad extensions, and social media advertising are reshaping consumer behavior and influencing marketing ROI. Moreover, the importance of data security and privacy in the digital age cannot be overstated.

As businesses collect and analyze vast amounts of data, data ethics and privacy policies become essential components of marketing strategies. The ongoing unfolding of market activities also encompasses the integration of marketing technology, content syndication, and SEO reporting to streamline marketing efforts and improve marketing measurement. Ad copywriting and natural language processing are crucial elements in creating engaging and effective ad campaigns. Backlink analysis and page speed optimization are essential components of SEO, while link building and conversion tracking help businesses measure the success of their digital marketing initiatives. Core web vitals and mobile optimization are vital for ensuring a seamless user experience across devices.

In the ever-evolving digital marketing landscape, businesses must stay informed and adapt to the latest trends and technologies to remain competitive. From local SEO to e-commerce SEO, marketing budgets and strategies must be agile and responsive to the continuous shifts in consumer behavior and market dynamics.

How is this Online Ad Spending Industry segmented?

The online ad spending industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Platform

  Mobile devices
  Desktops


Application

  Retail and e-commerce
  Healthcare and pharma
  Media and entertainment
  Travel and hospitality
  Others


Type

  Search Ads
  Social Media Ads
  Display Ads
  Video Ads
  Others


Geography

  North America

    US
    Canada
    Mexico


  Europe

    France
    Germany
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Platform Insights

The mobile devices segment is estimated to witness significant growth during the forecast period.

The digital advertising landscape is undergoing significant shifts, with mobile advertising emerging as a key driver of growth. The proliferation of smartphones and increasing mobile Internet usage has led to a surge in mobile advertising spend. In 2023, global smartphone shipments reached an impressive 1.17 billion units, fueling the demand for mobile ads. Major players in the smartphone market, including Samsung Electronics, Apple, Xiaomi, Oppo, and Vivo, have reported increased shipments, indicating a strong consumer preference for mobile devices. To maximize the potential of mobile adver

Online advertising is booming compared with traditional forms of advertising (think TV and print), boosting demand for digital advertising agencies. Surging internet usage encourages businesses to use agencies to fortify their online presence. Many companies are splashing the cash on digital advertising channels, particularly on social media, instead of the more traditional avenues. However, rising competition from external companies (like PR companies) and the growing trend of businesses dealing directly with internet giants are squeezing growth. Revenue is forecast to balloon at a compound annual rate of 7.2% over the five years through 2024-25 to £20.4 billion, including an estimated 6.3% rise in 2024-25. Despite plummeting business confidence and spending, digital ad agencies managed to stay afloat amid the COVID-19 outbreak. Businesses, particularly retailers, wanted digital ad services to reach consumers via online channels and expand internet sales. In 2022-23, the industry was hindered by soaring inflation and economic uncertainty, squeezing business and consumer confidence and spending. As confidence in ad spending on social media platforms like TikTok and YouTube grew, revenue shot up in 2023-24. This was reflected in swelling spending on SEO and online display advertising — these climbed by 12% and 12.8% in the financial year 2023-24, respectively, according to the Q1 2024 AA/WARC expenditure report. According to the AA/WARC Q2 2024 Expenditure report, 2024-25 has started well, with SEO and online display advertising spending increasing by 12.7% and 21.6%, respectively, in the first quarter of 2024-25. Display advertising is driving industry revenue, partially due to how many consumers it can reach. According to Axonn, Google Display Network covers 90% of internet users alone. At the same time, social media sites like Facebook and LinkedIn enable you to be seen by hundreds of millions of users. Nonetheless, intense pricing pressure, fuelled by an ever-growing number of digital ad agencies and escalating external competition, restricts profit growth. Revenue is slated to climb at a compound annual rate of 8.1% over the five years through 2029-30 to £30.1 billion. The innovation undertaken by digital ad agencies will be determined mainly by how AI performs. Digital advertising leaders, like Publicis Groupe and WPP, have committed £500 million to develop and implement AI systems, increasing the scale of marketing projects and the productivity of advertising agencies.

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Advertising Technology (Ad Tech) Software Market Size 2024-2028

The advertising technology (ad tech) software market size is forecast to increase by USD 11.5 billion at a CAGR of 7.78% between 2023 and 2028.

The market is experiencing significant growth, driven by several key factors. The increasing penetration of the internet and smartphones has expanded the reach of digital advertising, providing businesses with new opportunities to engage consumers. Additionally, the integration of artificial intelligence (AI) and machine learning technologies is enabling more targeted and personalized advertising, improving campaign performance and return on investment. However, the growing adoption of ad-blocker solutions poses a challenge for Ad Tech companies, requiring them to develop strategies to bypass these tools and deliver relevant and non-intrusive ads to consumers. Overall, these trends are shaping the future of the Ad Tech market and driving innovation In the industry.

What will be the Size of the Advertising Technology (Ad Tech) Software Market During the Forecast Period?

Request Free SampleThe market is a dynamic and evolving industry that enables advertisers to effectively reach and engage audiences across various digital channels. Key components of the ad tech ecosystem include publisher platforms, data management platforms, ad networks, and ad exchanges. Advertisers utilize these solutions for campaign management, audience segmentation, contextual targeting, retargeting, and behavioral targeting. Ad tech also supports multichannel advertising efforts, including mobile, video, native, social media, search engine, rich media, and programmatic advertising. Ad tech innovation continues to drive advancements in viewability, ad analytics, ad measurement, and ad performance. Marketers increasingly rely on ad tech to optimize their ad spend and improve campaign ROI.The ad tech stack also integrates with marketing automation, CRM, and data integration tools to streamline workflows and ensure privacy compliance with regulations such as GDPR and CCPA. Overall, the ad tech market is characterized by continuous innovation, increasing competition, and a growing focus on data-driven marketing strategies.

How is this Advertising Technology (Ad Tech) Software Industry segmented and which is the largest segment?

The advertising technology (ad tech) software industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments. End-userRetail and consumer goodsIT and telecomBFSIMedia and entertainmentOthersDeploymentCloud-basedOn-premisesGeographyNorth AmericaUSEuropeGermanyUKAPACChinaJapanMiddle East and AfricaSouth America

By End-user Insights

The retail and consumer goods segment is estimated to witness significant growth during the forecast period.

The market is experiencing significant growth, particularly In the retail and consumer goods sector. Online advertising through programmatic platforms, such as Demand-side platforms (DSPs) and Supply-side platforms (SSPs), enables marketers to target consumers based on their behavior and preferences. Ad formats like Display advertising, Digital marketing, and Social media advertising are popular choices for reaching audiences across multiple channels. Technological innovations, including Ad servers, Ad exchanges, and Real-time bidding (RTB), facilitate automated ad buying and selling, increasing efficiency and reducing costs. Publisher platforms and Data management platforms (DMPs) help manage and analyze consumer data for effective audience segmentation, contextual targeting, retargeting, and attribution modeling.Ad networks and Ad creative optimization tools further enhance campaign performance. Key drivers for the market include the increase in digital ad spend, reach, frequency, and cost-per-click (CPC), as well as the growing importance of viewability, ad targeting, cross-device tracking, and cost-per-action (CPA). However, challenges such as ad fraud detection, ad blocking, and privacy compliance (GDPR, CCPA) necessitate robust Ad Tech solutions. The Ad Tech ecosystem includes various components, such as Ad analytics, Ad measurement, Ad performance, Multichannel advertising, Mobile advertising, Video advertising, Native advertising, and Search engine advertising, all working together to deliver effective advertising solutions.

Get a glance at the Advertising Technology (Ad Tech) Software Industry report of share of various segments Request Free Sample

The Retail and consumer goods segment was valued at USD 6.00 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 39% to the growth of the global market during the forecast pe

In 2022, the turnover of the advertising industry (advertising agencies and media representation businesses) in the United Kingdom (UK) stood at 46.1 billion British pounds. A year earlier, it stood at 39.18 billion pounds. The industry bounced back after a COVID-19-related slump in 2020.