The United Kingdom digital marketing market was valued at USD 30.14 Billion in 2024. Growth in retail media networks, led by grocers like Tesco and Sainsbury’s, has opened lucrative new digital ad inventory, giving marketers unique first-party data access within contextually relevant shopper ecosystems. In turn, the market is expected to grow at a CAGR of 11.10% during the forecast period of 2025-2034 to reach a value of USD 86.35 Billion by 2034.

Growth in the market is fuelled by a hybrid shift in consumer behaviour and government-backed digital priorities. In 2024, the United Kingdom government allocated EUR 150 million via the Digital Entitlement to upskill small and mid-sized enterprises in digital capabilities, reflecting the nation’s push to make marketing technology a competitive edge. This policy directly nurtures the expansion of intelligent marketing platforms, predictive analytics tools, and personalised content strategies.

Furthermore, the emergence of location-based ad targeting combined with real-time intent analysis is attracting investment from logistics, education, and financial institutions, adding to the United Kingdom digital marketing market growth. Additionally, short videos have experienced rapid surge in demand and have become successful in engaging consumers and clients for promotional purposes with the rise of Instagram reels, TikTok and YouTube shorts. Moreover, interactive content like quizzes, polls, and AR experiences are becoming increasingly popular in the digital marketing landscape.

Notably, as per Ofcom's 2023 data, United Kingdom adults spend an average of 4 hours and 20 minutes daily online, with 79% of that time on mobile. These numbers have accelerated the demand for cross-platform marketing solutions. Moreover, the advertising expenditure in the United Kingdom recorded a massive hit of EUR 36.6 billion, demonstrating deep-rooted reliance across industries. Key players are increasingly adopting AI-led automation, precision targeting via geolocation APIs, and ethical data mining standards set by GDPR to gain traction in the market.

In 2024, digital advertising spending in the United Kingdom (UK) amounted to **** billion British pounds. This figure marked a boost of ** percent compared to the previous year while also representing the highest online ad expenditure to date. Digital advertising is thriving in the UK According to the latest reports, total advertising spending in the UK stood at roughly **** billion British pounds in 2023. Investments in digital channels and formats accounted for the lion's share of that sum, outperforming spending on TV, radio, and all other traditional media formats by a landslide. Advertisers have long realized the immense potential that the internet can have for marketing purposes, as the demand for digital content has never been higher. Millions of people across the UK browse the web for information and inspiration each day, looking for new brands to follow or products to try. In 2024, search remained the top digital ad format in the UK and many other regional markets, drawing an estimated *** billion British pounds in investments in the first half of the year alone. The UK sets the tone for digital advertising in Europe The United Kingdom is the largest digital ad market in Europe. In 2023, the UK's digital ad spend was higher than that of the four next largest markets combined. But not only advertisers in the UK have come to embrace their digital future. Data showed that total digital advertising spending in Europe jumped from ** to ** billion euros in 2023. While the UK was undoubtedly the engine that fueled parts of this growth, smaller digital ad markets also pulled their weight. In Sweden, for example, more than ** percent of all advertising expenses were allocated towards digital in 2024. By comparison, the share stood at ** percent just a decade earlier.

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.

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).

Over the last two observations, the ad spending is forecast to significantly increase in all segments. Particularly striking is the exceptionally strong increase of the segment Search Advertising towards the end of the forecast period. The yearly increase of around *********** U.S. dollars stands out significantly from the average changes.Find other insights concerning similar markets and segments, such as a comparison of revenue in the United Kingdom and a comparison of ad spending in the United States.The Statista Market Insights cover a broad range of additional markets.

In 2024, *********************** was the largest digital advertising market in Europe, with a spend of ***** billion euros. ******* ranked second with an expenditure of **** billion euros. Bright future for digital marketing A glance at digital advertising spend in the UK shows a steady year by year increase. Roughly *** billion British pounds was spent on online advertising in 2008. This had increased more than ten-fold by 2024 to **** billion British pounds. By that time, digital accounted for more than ** percent of total advertising spending in the UK, reflecting not only an ever-increasing but continual shift towards digital marketing. According to Statista’s Advertising Market Insights, mobile advertising is expected to grow by a year-over-year average of ***** percent between 2025 and 2029. Relative to this, desktop advertising is projected to increase by roughly the half of this amount each year during this period. Growth of mobile advertising With ** percent of households in the United Kingdom citing having at least one mobile phone, it is no wonder that marketers are seizing the opportunity to reach their audience through mobile advertisements such as banners, push notifications and text messages. Unlike desktops, the average person has their mobile phone constantly on hand, using it to access the internet continually throughout the day. As of August 2024, Google Chrome was the leading browser in the United Kingdom with a **** percent market share. This was followed by Apple's Safari with ** percent.

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

During an early 2023 survey, 42 percent of responding marketing leaders from the United Kingdom stated that deploying brand as an enterprise-wide strategy would be the most challenging to accomplish over the upcoming 12 months. Accelerating the move to new digital technologies/platforms ranked second, named by 41 percent of respondents.

Over the five years through 2025-26, advertising agency revenue is expected to climb at a compound annual rate of 5.6% to £45.4 billion. Advertising agencies have benefitted from expanding advertising budgets across a variety of media. With many consumers returning to cinema, and streaming services like Netflix and Prime Video offering lower-cost plans incorporating ads, agencies are generating more revenue from cinema and video-on-demand TV advertising strategies. Economic uncertainty has accelerated demand for online advertising, viewed as a short-term boost to brand visibility and customer engagement at a lower cost than TV and cinema advertising. In spite of wavering business and consumer confidence led by tax concerns and US tariff instability, UK advertising agencies' revenue leapt by 3.8% in 2025-26. This demonstrates the growing resilience of the demand for agency services against macroeconomic issues, as businesses are reluctant to slash advertising budgets for fear of losing market share. Online and digital advertising services provided by agencies are transforming, as many businesses look to integrate AI and technological enhancements into their strategy. This has fuelled consolidation activity for the key players within the industry, who are looking to acquire tech and data companies to accelerate service innovation and customer engagement. While driving operating costs in the short run, successful consolidation will improve efficiency and service development in the advertising agency industry over time, accelerating profitability. Revenue is forecast to inch upwards at a compound annual rate of 2.1% over the five years through 2030-31 to reach £50.5 billion. The high-profile merger between Omnicom Group Inc. and Interpublic Group of Companies (IPG) set to take place in late 2025 threatens to restrict competition within the advertising agency industry. While consolidation activity and AI innovation of WPP plc and Publicis Groupe limit the potential of the mergers’ oligopoly power, smaller agencies with lower consolidation capacity are most likely to suffer as a result. The accessibility of AI tools continues to push advertising agencies to restrategise, while clients threaten to substitute agency services by developing in-house agencies using these tools.
Regulatory changes are also set to transform the advertising environment. New High-Fat, Sugar, or Salt (HFSS) restrictions on the advertising of these products may greatly restrict agencies' revenue contribution from the fast-moving consumer goods (FMCG) segment. On a wider scale, new regulations stipulated by the Data (Use and Access) Bill in June 2025 will restrict the ability of UK advertising agencies to use and collect customer data to optimise engagement, threatening the success of advertisements and therefore the revenue of agencies in the coming years.

The United States marketing agencies market, valued at $172.93 million in 2025, is projected to experience robust growth, driven by several key factors. The increasing adoption of digital marketing strategies across various industries, including technology, healthcare, and consumer goods, is a primary catalyst. Businesses are increasingly recognizing the importance of targeted campaigns and data-driven approaches to reach their audiences effectively, fueling demand for specialized marketing agency services. Furthermore, the rising need for creative content development, social media management, and search engine optimization (SEO) services is driving market expansion. The market is segmented by organization size (small, medium, and large enterprises), service coverage (full-service and specialized), and end-user industry, reflecting the diverse needs of businesses seeking marketing solutions. Competition is fierce, with established global players like Ogilvy, WPP, and Publicis Groupe vying for market share alongside smaller, specialized agencies. The market's growth trajectory is expected to be influenced by economic conditions, technological advancements, and evolving consumer behavior. The consistent 5.53% CAGR indicates a steady, predictable expansion over the forecast period. The forecast period (2025-2033) anticipates continued growth, driven by ongoing digital transformation and the increasing sophistication of marketing technologies. While macroeconomic factors could influence growth rates, the underlying demand for effective marketing solutions is expected to remain strong. The segment focusing on specialized capabilities is likely to see faster growth compared to full-service agencies as companies become more selective in outsourcing specific marketing functions. Geographic variations within the US market may exist, with major metropolitan areas exhibiting higher growth rates than smaller regions. The competitive landscape is expected to remain dynamic, with mergers and acquisitions, strategic partnerships, and innovation playing a significant role in shaping market dynamics. Recent developments include: April 2024: Ogilvy unveiled "Health Influence," a global influencer marketing service focused on health. As stated in its official release, the agency aims to connect medical expertise with public awareness, offering specialized pharmaceutical, healthcare, and wellness brands access to the influencer economy., September 2023: McCann announced the launch of McCann Content Studios, expanding its services to include global capabilities in social and influencer marketing and connected social commerce. As part of this move, IPG's influencer agency, ITB, will merge with the new unit. Additionally, McCann LIVE, known for its groundbreaking campaigns for clients like Aldi in the United Kingdom and Converse in the United States, will now operate under the umbrella of McCann Content Studios.. Key drivers for this market are: Increasing Demand for Digital Marketing Services, Growing Importance of Data-driven Marketing. Potential restraints include: Increasing Demand for Digital Marketing Services, Growing Importance of Data-driven Marketing. Notable trends are: Agencies are Increasingly Focusing on Digital Channels.

In 2025, the United Kingdom (UK) was forecast to see the highest social media advertising revenue out of all European markets. With over 10 billion U.S. dollars in revenue, the UK was projected to report higher figures than its 3 closest competitors combined. What are the benefits of social media advertising? Social media advertising has become one of the most popular digital marketing tools worldwide. As social networks and photo-sharing platforms such as Facebook and Instagram are being used by billions of potential customers every day, marketing professionals from various industries now tap into the vast potential of these channels to promote brands and businesses. According to a global survey, increased exposure and traffic are considered the main advantages of using social media for marketing purposes. For these and many other benefits, social advertising expenditure in Europe continues to increase at a rapid pace. Social media advertising in the UK: an overview The United Kingdom is one of the leading digital advertising markets worldwide. While paid search remains the most profitable digital ad format in the UK, social accounts for an ever-increasing share of digital ad revenue nationwide. According to the latest projections, the UK's social media advertising revenue is forecast to reach 12.8 billion U.S. dollars in 2025. By then, the number of social media users in the UK is expected to reach nearly 54 million, with internet users aged 25 to 34 likely remaining the format’s largest advertising audience.

As of early 2025, advertising on YouTube had the highest reach in the United Kingdom among the presented social media platforms, at ** percent. LinkedIn and Facebook followed, with about ** and ** percent, respectively. An ad medium attractive for marketers… The UK is the third-largest social media market worldwide, behind the United States and China. The market was worth *** billion U.S. dollars in 2023 and was expected to grow to **** billion by 2028. In the same period, social media usage is also forecast to increase. Its penetration rate is projected to deepen from an already high ** percent to **** percent of internet users. …but not so trusted by consumers Popular as it is, social media advertising was the second-least trusted medium among adults in the UK in 2023. Only influencer ads scored lower. This holds true across all age groups, underscoring the fact that even though social media is especially popular among younger internet users, they do not necessarily trust everything they see there. In the age group of 18 to 34, cinema is the most trusted ad medium; among older adults, TV reigns supreme.

In 2024, television advertising revenue including broadcaster video on demand (BVOD) was worth approximately 5.3 billion British pounds in the United Kingdom (UK). 2024 inverted the general trend of negative growth visible since 2017, recording a positive growth rate of nearly four percent. The growth recorded in 2021 was a reaction of advertisers to the disappearance of corona-related constraints. Ad industry has recovered from COVID-19 shock The impact of the pandemic was clearly visible in advertising revenues of most media still in 2021. By 2022, most ad channels had recovered, and the growth rates went back to their pre-COVID-19 trajectories. In 2024, out-of-home media were the fastest growing traditional ad medium in the UK, whereas among digital formats, video-on-demand is recorded the highest growth rate. Advertising agencies Advertising agencies are in charge of taking an aim or idea of a client and creating a campaign. With the growth in digital advertising spending and multi-platform campaigns, advertising agencies have had to evolve rapidly with the times. Market data show that Mindshare (part of WPP), was the leading agency in the UK in 2024, with new business value of 447 million U.S. dollars.

The United Kingdom Public Relations Services Market is poised to reach a market size of 5.87 million by 2033, expanding at a CAGR of 6.67% during the forecast period. The market growth is primarily driven by the increasing demand for PR services from various industries, including corporate, government and public sector, healthcare, BFSI, and consumer goods and retail. Additionally, the rising prominence of digital media and the growing need for reputation management have further fueled the market's expansion. Key trends shaping the market include the adoption of digital PR strategies, the use of data analytics for personalized campaigns, the rise of influencer marketing, and the increasing adoption of AI-powered solutions. However, factors such as the cyclical nature of the industry and the intense competition among PR firms pose challenges to the market's growth. Leading companies in the market include Edelman, Weber Shandwick, Ogilvy, Teneo, FTI Consulting, Hill+Knowlton Strategies, BCW, Ogilvy, MSL Group, and Freuds. These companies offer a comprehensive range of PR services tailored to meet the diverse needs of their clients. Recent developments include: April 2024: Ogilvy introduced 'Health Influence,' a suite of global influencer marketing services. This initiative merges Ogilvy PR's influencer team with Ogilvy Health experts, connecting medical insights with public understanding and granting pharmaceutical, healthcare, and wellness brands specialized access to the influencer landscape, as per the agency's statement.January 2023: Teneo bolstered its communication prowess by acquiring Tulchan, a London and Singapore-based specialist in public relations. This acquisition, valued at over GBP 65 million (USD 80.85 million), expanded Teneo's public relations team to 200 professionals, contributing to a global workforce of 1,600 employees across 50+ offices.. Key drivers for this market are: Technological Advancements Transforming PR Strategies in the United Kingdom, Personalized PR Pitches: A Key Strategy for Competitive PR Landscape. Potential restraints include: Technological Advancements Transforming PR Strategies in the United Kingdom, Personalized PR Pitches: A Key Strategy for Competitive PR Landscape. Notable trends are: Technological Advancements Transforming PR Strategies in the United Kingdom.

This industry includes social networking website publishers and developers. The industry does not include companies that predominantly develop blogs, games, internet content, messaging services, online dating websites, online recruitment websites, online forums and online videos.

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.

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

The United Kingdom Public Relations (PR) services market, valued at £5.87 billion in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 6.67% from 2025 to 2033. This expansion is driven by several key factors. Increasing corporate social responsibility initiatives necessitate sophisticated PR strategies to manage brand reputation effectively. The rise of digital media and the need for integrated communication campaigns across diverse platforms, including social media and influencer marketing, fuel demand for specialized PR expertise. Furthermore, the competitive business landscape in the UK compels organizations to invest heavily in PR to enhance brand visibility, build customer loyalty, and manage crises proactively. The market's growth is also influenced by government and regulatory changes impacting communication strategies and the increasing need for strategic counsel in navigating complex stakeholder relationships. Major players like Edelman, Weber Shandwick, Ogilvy, Teneo, FTI Consulting, Hill+Knowlton Strategies, BCW, MSL Group, and Freuds dominate the UK PR services market. However, the sector also witnesses the emergence of niche agencies catering to specialized industries and the increasing adoption of data-driven PR strategies. While growth is anticipated, potential restraints include economic fluctuations, budget constraints within organizations, and the ongoing evolution of the media landscape, requiring constant adaptation and investment in new technologies and skillsets by PR firms. The market segmentation, while not explicitly detailed, likely includes categories based on service type (e.g., media relations, crisis communication, investor relations), industry focus (e.g., technology, finance, healthcare), and agency size (e.g., global firms, boutique agencies). The continued growth trajectory suggests a dynamic and competitive market ripe for strategic investment and innovation. Key drivers for this market are: Technological Advancements Transforming PR Strategies in the United Kingdom, Personalized PR Pitches: A Key Strategy for Competitive PR Landscape. Potential restraints include: Technological Advancements Transforming PR Strategies in the United Kingdom, Personalized PR Pitches: A Key Strategy for Competitive PR Landscape. Notable trends are: Technological Advancements Transforming PR Strategies in the United Kingdom.

Comparing the 20 selected regions regarding the ad spending share in the 'Travel & Leisure' segment of the digital advertising market, the United Kingdom is leading the ranking (13.08 percent) and is followed by Australia with 12.3 percent. At the other end of the spectrum is Thailand with 0.85 percent, indicating a difference of 12.23 percentage points to the United Kingdom. Find more statistics on other topics: a comparison of countries or regions regarding the (non-)programmatic ad spending share and a comparison of countries or regions regarding the ad spending. The Statista Market Insights cover a broad range of additional markets.

The UK arts promoter market, currently valued at approximately £150 million (estimated based on a typical market size for a niche sector with a similar CAGR), is experiencing robust growth, exceeding a 7% compound annual growth rate (CAGR) from 2019 to 2024 and projected to continue this trajectory through 2033. This expansion is fueled by several key factors. Firstly, increasing government and private investment in the arts is fostering a more vibrant and accessible cultural landscape. Secondly, a growing appetite for diverse cultural experiences among the UK population, coupled with effective digital marketing strategies employed by promoters, is driving ticket sales and event attendance. Thirdly, the rise of niche events and experiential art forms caters to a broader audience segment, further boosting market revenue. However, challenges remain, including the ongoing impact of inflation on ticket prices and potential workforce shortages in the event management sector. Competition within the market is fierce, with established players like David Wade, Quite Great, and Philip Mould competing alongside smaller agencies and independent promoters. The market's segmentation likely includes categories based on event type (theatre, music, visual arts), target audience (families, young adults, etc.), and service offerings (full-service promotion versus niche marketing). Future growth will likely depend on continued innovation in event formats, successful navigation of economic fluctuations, and the ongoing evolution of digital marketing techniques within the sector. The UK arts promoter market's success hinges on the ability of promoters to adapt to changing consumer preferences and technological advancements. Successful strategies will incorporate data-driven insights to personalize marketing campaigns, leverage social media effectively, and create immersive experiences that resonate with diverse audiences. The industry will continue to see consolidation as larger agencies acquire smaller firms, leading to greater market concentration. However, opportunities for independent promoters persist, particularly those specializing in niche events or leveraging local community engagement. Continued government support, coupled with a thriving arts and culture scene, positions the UK arts promoter market for continued expansion over the forecast period. Further research into specific segment performance and regional variations is needed to refine market projections and investment strategies. Key drivers for this market are: United Kingdom Exists with the Finest Artist form with Global demand., Increase in Number of Art promotion and exhibition events.. Potential restraints include: Increase in regulation and taxation structure post Brexit., Steep Rise in UK Inflation Rate post covid. Notable trends are: Rising Share of Online Sales in Art Market.