During an early 2023 survey among marketing leaders in the United Kingdom, respondents from consumer packaged goods companies reported that, on average, more than ** percent of their companies' budgets were allocated to marketing expenses. Banking, finance, and insurance companies followed with roughly ** percent.

Based on the latest projections, advertising spending in the United Kingdom is set to reach **** billion British pounds in 2022. The source further estimated that the spending would surpass ** billion pounds by 2027. Post-covid recovery The UK is one of the world’s leading advertising markets, but even so, the region’s ad industry has experienced major disruptions following the onset of the pandemic. Revenue growth slowed for the first time in many years as many companies scaled down their budgets and reduced advertising activities amid the uncertainties of the time. This weariness subsided as early as 2021 when the industry made a full financial recovery – an upward trend that was also mirrored on a global scale. Between 2020 and 2021, global ad revenue jumped from *** to over *** billion U.S. dollars and visibly surpassed pre-pandemic levels. Let’s get digital Advertisers across the UK no longer place all their bets on traditional media formats as consumers gradually turn to digital channels for information, communication, and entertainment. The internet has long overtaken television as the leading advertising medium in the UK, and based on the latest data, digital ad spending reached an all-time high of around ** billion British pounds in 2021. Television and video, for example, drew less than five billion that year. And even though there has been an uplift in spending on TV commercials in 2021, other legacy media such as print newspapers and magazines continue to attract smaller investments and brand interest each year.

Snapshot img

Digital Marketing Spending Market Size 2025-2029

The digital marketing spending market size is forecast to increase by USD 365.1 billion at a CAGR of 8.5% between 2024 and 2029.

The digital advertising spending market is experiencing significant growth due to several key trends. One major factor driving market expansion is the increasing shift in consumer behavior toward online shopping. Moreover, the convenience of accessing digital marketing software through mobile devices has become a major game-changer, enabling businesses to reach their audience more efficiently. This trend is fueled by the convenience and accessibility of digital platforms, which allow consumers to make purchases from anywhere at any time. Another trend shaping the market is the expansion of voice search optimization and voice-activated advertising.
Additionally, the widespread digitalization and digital transformation of various industries necessitate the implementation of effective digital marketing strategies. However, the market also faces challenges, including concerns about ad fraud and brand safety in digital advertising. Ad fraud, which involves the use of bots to inflate ad impressions or clicks, can lead to wasted advertising budgets and ineffective campaigns. Brand safety, which refers to the placement of ads in appropriate contexts and avoiding inappropriate or offensive content, is a major concern for advertisers, who want to protect their brand reputation.

What will be the Size of the Digital Marketing Spending Market During the Forecast Period?

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In today's digital age, consumers are increasingly relying on websites, apps, mobile devices, social media, search engines, and various services to fulfill their needs and desires. This shift towards digital platforms has significantly impacted marketing strategies, leading to the rise of digital marketing. Consumers now engage with brands through multiple channels, creating a complex customer journey. Marketing specialists must adapt to this new reality by providing personalized and engaging content across various devices, including computers, smartphones, and tablets. Online video, display ads, and digital signage have become essential components of digital marketing strategies. Consumers are bombarded with an overwhelming amount of content choices, making it crucial for brands to stand out.



Social media platforms offer unique opportunities for brands to connect with their audience, build relationships, and influence consumer behavior. Influencer marketing has emerged as a powerful tool, with influencers leveraging their large followings to promote products and services. Search engines continue to play a crucial role in driving traffic to websites, making search engine optimization (SEO) a must-have strategy for businesses. Third party websites and ebooks also provide valuable opportunities for brands to reach their target audience and establish thought leadership. The market has grown significantly, with consumers using device like computer, phone, and tablet to shop online, send text message, watch videos, and make purchases through third-party websites. As technology continues to evolve, marketing strategies must adapt to keep up. Brands that successfully navigate this digital landscape will be well-positioned to engage with their audience, build brand loyalty, and drive growth.

How is the Digital Marketing Spending Market Segmented?

The market 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.ApplicationMobile devicesDesktopsTypeSearch adsDisplay adsSocial mediaE-mail marketingOthersIndustriesRetailE-CommerceHealthcareFinancial ServicesTravel and HospitalityGeographyNorth AmericaUSCanadaEuropeFranceGermanyItalyUKMiddle East and AfricaEgyptKSAOmanUAEAPACChinaIndiaJapanSouth AmericaArgentinaBrazilRest of World (ROW)

By Application Insights

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

Several countries are investing heavily in their managed IT infrastructure and continuously adopting new technologies to embrace AI technology mainly in small and medium enterprises (SMEs), the BFSI industry Mobile devices, particularly smartphones, are increasingly preferred due to their portability and higher penetration in digital advertising. Cross-device advertising's popularity is a significant factor driving this shift. Leading companies are heavily investing in digital marketing and employing non-cookie-based tracking methods for more effective mobile-specific data utilization, beyond third-party cookie data.

Further, this approach ensures higher brand awareness, trust, and engagement through various digital marketing channels, including w

Concerning the ten selected segments, the segment FMCG has the largest ad spending share with ***** percent. Contrastingly, Technology & Electronics is ranked last, with **** percent. Their difference, compared to FMCG, lies at ***** percentage points. Find more statistics on other topics: a comparison of countries or regions regarding the ad spending and a comparison of the ad spending share in the Netherlands.The Statista Market Insights cover a broad range of additional markets.

Advertising expenditure in the United Kingdom in 2024 amounted to **** billion British pounds, up by roughly ** percent compared to previous year. Ad spend in the country is expected to increase by *** percent in 2025 and by another *** percent a year later. Advertising expenditure by medium How is ad spending in the UK broken down by media? In 2024, nearly ** 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 ** points.

The sale of marketing technology (MarTech) has benefitted from rising demand by businesses to automate their marketing processes and workflow and develop an analytical understanding of their customers. Revenue is expected to expand at a compound annual rate of 2.8% over the five years through 2024-25 to £5.1 billion, including an anticipated 3.9% hike in 2024-25. The technology used by marketing technology companies is constantly evolving and improving, with artificial intelligence and cloud storage becoming key features of MarTech software. The barriers to entering the industry are low, allowing a large number of small companies to enter the market. There has also been some merger and acquisition activity among international companies. Scandals surrounding data privacy have led to greater government regulation and demand for data ethics, with the introduction of the General Data Protection Regulation in 2018 putting pressure on MarTech to evolve to ensure compliance. However, government funding has supported MarTech developers, as the tech sector has benefitted from becoming a key focus of national development. Over 2022-23 and 2023-24, challenging economic conditions, including inflationary pressures and the Russia-Ukraine conflict, have constrained business confidence, weighing on marketing budgets. In 2024-25, subsiding inflation and lower borrowing costs boost business and consumer confidence, expanding businesses’ marketing spend. Rising competition and regulation have weighed on the industry’s average profit margin, which is estimated at 25.3% in 2024-25. Revenue is forecast to swell at a compound annual rate of 3.8% over the five years through 2029-30 to £6.2 billion. New opportunities arising from evolving technologies and supporting government initiatives will drive industry growth. New entrants will continue to flock to the market, with competition likely to be supported by the new Digital Markets Unit which aims to prevent large multinational tech companies from dominating. MarTech developers will seek to roll out products that integrate seamlessly and enable marketers to provide personalised content to consumers. MarTech tools are becoming vital for businesses’ marketing strategies, driving demand. Despite talent shortages and upward pressure on wages, profitability will be aided by the development of new product offerings and greater efficiency.

During a survey held from January 10 to February 1, 2023, responding marketing leaders from the energy industry in the United Kingdom (UK) reported, on average, roughly a ** percent increase in their digital marketing spending. Respondents from mining and construction firms reported a ** percent increase.

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 market is experiencing significant shifts as traditional offline advertising expenditures decline, signaling a growing preference for digital channels. Simultaneously, the evolution of programmatic advertisement buying continues to transform the industry, enabling real-time bidding and automated media buying, thereby enhancing efficiency and precision in ad targeting. However, the market faces challenges with the increasing complexity of Over-The-Top (OTT) advertising. As consumers increasingly consume media through streaming services, advertisers grapple with fragmented audiences, lack of standardized measurement, and the need for cross-device targeting, necessitating innovative solutions to effectively reach and engage consumers in this dynamic landscape.
Companies seeking to capitalize on the opportunities presented by digital advertising must navigate these challenges and stay abreast of emerging trends to optimize their marketing strategies and maintain a competitive edge.

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

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The market continues to evolve, with various sectors embracing innovative advertising solutions to engage consumers and optimize campaign performance. Programmatic advertising, including real-time bidding (RTB) and demand-side platforms (DSPs), dominates the landscape, accounting for over 60% of all digital display Ad Spending. Supply-side platforms (SSPs) play a crucial role in this dynamic market, enabling publishers to sell their ad inventory more efficiently. For instance, a leading publisher experienced a 30% increase in revenue by implementing an SSP, optimizing their ad inventory and maximizing fill rates. Video ad engagement is another growing trend, with marketers investing heavily in video content to capture consumer attention.

Conversion rate optimization, attribution modeling, and ad fraud detection are essential tools for measuring the effectiveness of digital marketing campaigns and minimizing losses due to fraudulent activities. Ad creative optimization, viewability metrics, and data-driven advertising are key components of performance marketing strategies. Mobile ad formats, including native advertising and cross-device tracking, are essential for reaching consumers on various devices. Brand safety measures and audience targeting methods are critical concerns for advertisers, with search engine marketing and social media advertising offering targeted reach. Marketing automation systems and influencer marketing spend are additional areas of investment for businesses aiming to streamline their digital marketing efforts.

Industry growth in digital advertising is expected to reach double-digit percentages in the coming years, driven by the ongoing shift towards digital channels and the continuous unfolding of market activities.

How is this Digital Advertisement Spending Industry segmented?

The digital advertisement spending 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.

Type

  Display ad
  Search ad
  Others


Geography

  North America

    US


  Europe

    Germany
    UK


  APAC

    China
    Japan


  Rest of World (ROW)

By Type Insights

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

In the dynamic world of digital advertising, supply-side platforms (SSPs) play a pivotal role in facilitating the buying and selling of advertising inventory. Video ad engagement is a key focus, with conversion rate optimization and attribution modeling employed to maximize return on investment. Ad fraud detection technology is essential to ensure authentic consumer interactions, while programmatic advertising and real-time bidding (RTB) enable efficient ad placements. Ad creative optimization, mobile ad formats, and display advertising metrics are crucial for measuring campaign success. Ad server technology and viewability metrics ensure accurate ad delivery and performance. Digital marketing analytics and data-driven advertising strategies are harmoniously integrated, enabling businesses to target specific audiences through native advertising formats and cross-device tracking.

Consumer data privacy is a priority, with ad exchange platforms implementing rigorous brand safety measures and performance marketing strategies. Marketing automation systems and social media adver

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

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

Among the six presented industries, automotive was forecast to boost its digital advertising spending most in the United Kingdom (UK) in 2024. The source expected the spending to increase by ** percent on the value reported for 2023. Travel was expected to rank second, with an increase of **** percent.

Snapshot img

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,

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

In 2023, retail companies accounted for ** percent total affiliate marketing spending in the United Kingdom (UK). Other than retail, only the telecom and travel industries made two digit shares of the spend.

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 public relations (PR) and communications industry has expanded and is expected to swell at a compound annual rate of 4.6% to reach £4.7 billion over the five years through 2024-25. This growth is thanks to companies recognising the importance of maintaining a strong digital presence in the face of evolving media landscapes. Traditional media's shift towards new digital platforms has facilitated more direct interactions with target audiences, enhancing demand for PR services. The sector has consistently demonstrated resilience despite periodic fluctuations influenced by business confidence and government spending levels. The pandemic posed challenges as businesses curtailed PR spending amid dwindling confidence, yet government efforts to circulate vital information during the crisis partially cushioned this impact. As the industry navigates the post-pandemic economic landscape, it confronts both opportunities and hurdles. The evolution and integration of artificial intelligence (AI) is revolutionising productivity, enabling PR firms to allocate more resources towards creative strategies. This technological advancement, coupled with major global events (like the 2024 Paris Olympic games) and increased corporate engagement in socio-political issues, including the Israel-Hamas war, is set to spur demand for PR services. Notably, an expected 5% rise in industry revenue in 2024-25 underscores the sector's promising outlook. The industry's profitability is likely to step up, albeit modestly, constrained by economic uncertainties and the imperative for businesses to preserve profits amid potential client losses. Industry revenue is forecast to soar by 5.3% over the five years through 2029-30, reaching £6 billion. This growth will be underpinned by heightened business activity, augmented government spending and an expanding digital media landscape. Platforms (like websites, blogs and social media) offer fertile ground for expansion, promising to elevate profit alongside revenue. Nonetheless, emerging challenges, including intensifying competition and ethical considerations surrounding AI use, are poised to shape the industry's trajectory. Amid this dynamic environment, PR firms that adeptly navigate these trends while championing ethical and environmentally friendly practices are likely to capture increasing demand for PR services.

During a survey held from January 10 to February 1, 2023, responding marketing leaders from the mining and construction industry in the United Kingdom (UK) reported, on average, a slightly more than ** percent increase in their marketing spending. Respondents from transportation firms reported a ** percent increase. On the other hand, responding marketing leaders from pharma biotech companies reported a ** percent decrease in their marketing spending levels.

The Promotional Products Distribution industry’s revenue is contingent on levels of business confidence and activity, which run in line with wider economic conditions, as downstream clients are more likely to expand marketing budgets when demand conditions improve. Despite recent economic hurdles, revenue has expanded over the past five years due to the significant drop recorded in the base year of 2020-21 when the COVID-19 pandemic tanked demand for promotional products. Revenue is expected to climb at a compound annual rate of 2.8% over the five years through 2025-26 to £1.2 billion, including a 0.4% hike in 2025-26. Wider economic conditions have a significant bearing on industry performance. Despite pandemic-related setbacks, the lifting of restrictions has revitalised trade shows and out-of-home advertising, driving promotional product sales. Major sporting events like the FIFA World Cup 2022, UEFA European Football Championship 2024 and the Paris Olympics have fuelled demand for promotional product distributors. Recent economic uncertainties, including high inflation, geopolitical tensions and trade war tensions, have weighed on business confidence and marketing budgets, hindering revenue growth over the three years through 2025-26. Competitive pressures from digital advertising channels and businesses bypassing distributors by sourcing products directly from manufacturers present ongoing challenges, constraining revenue and profit growth. Distributors are expanding product portfolios to include more specialised items and leveraging personalised services to combat pressures and retain clients. Industry revenue is projected to expand at a compound annual rate of 2.5% over the five years through 2030-31, to reach £1.3 billion. The economic climate may remain volatile in the short term, though it is anticipated to improve in the medium-term, with inflation and interest rates forecast to fall further, expanding marketing budgets and driving industry revenue expansion. Businesses are expected to continue pursuing niche product segments, encouraging distributors to differentiate themselves in the face of intense competition. Sustainability is becoming a pivotal focus, with distributors increasingly offering eco-friendly and UK-manufactured products to meet market demand. These products can command higher fees, boosting profit growth. However, the continued shift towards online advertising will continue to limit growth for traditional promotional channels moving forward, hindering revenue expansion. Distributors will also have to invest in enhancing their online presence to reach a wider audience and accommodate growing client demand for quick and convenient online ordering.

In 2024, digital advertising spending in the United Kingdom (UK) increased by ** percent, reaching ** billion British pounds. During 2020, when the advertising industry was hit by the COVID-19 pandemic, the growth was estimated at *** percent.

The market for advertising services has changed massively over the past decade, with online and digital advertising services to reach customer across the web replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the COVID-19 outbreak forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2024, advertising services revenue is expected to drop at a compound annual rate of 4.1% to €219.8 billion. COVID-19 caused business and consumer confidence to plunge, slashing ad spending as companies looked to save money. Revenue recovery has proved weak, with sky-high inflation offsetting formidable growth in emerging markets. Postponed major events, including the 2020 Olympics and UEFA's 2020 European Championship, took place in 2021, boosting demand. However, inflationary pressures, economic uncertainty and shaky business confidence eroded growth over 2022 and constrained revenue in 2023. In 2024, industry revenue is expected to tumble by 3.1%, with in-house social media advertising eating into the market for advertising services. This growing external competition has also weighed on profitability. Over the five years through 2029, revenue is forecast to climb at a compound annual rate of 3% to reach €254.5 billion. Although demand for online advertising services will continue to swell, more companies will deal directly with online providers, curbing revenue. However, increased scrutiny on social media companies may alleviate external competition by banning "behavioural advertising" and selling first-person data to marketers. Mobile advertising will continue to outpace growth in online advertising as consumers increasingly rely on mobile devices to access the internet. The rapid emergence of AI technology has put the industry's future into question as big tech searches for AI operational solutions, threatening traditional advertising agencies.