Programmatic Ad Spending Continues to Grow in the UK

Programmatic Ad Spending Continues to Grow in the UK

Foto: Fotolia

eMarketer’s latest forecast of programmatic ad spending indicates that, despite recent negative press, the UK remains a market leader in programmatic, and strong growth will continue over the next few years.

By the end of 2017, advertisers are expected to spend an estimated £3.39 billion on programmatic trading, up 23.5% from the prior year. This programmatic spend represents 79.0% of all UK digital display ad spending, and that proportion will reach 84.5% by 2019, eMarketer estimates.

Mobile continues to be a major growth driver of programmatic in the UK, accounting for more than three-quarters (78.0%) of total programmatic digital display ad spending in 2017; that figure will reach 86.5% come 2019. The numbers for desktop, meanwhile, are declining, both proportionally and in real terms. Just 22.0% of programmatic ad spending, or £743.8 million, will go to desktop this year, and those numbers will fall to 13.5% and £609.5 million in 2019.

“The programmatic ecosystem is growing because it’s maturing,” eMarketer senior analyst Bill Fisher said. “This maturation is leading to better practices, better behavior and better transparency. Making everybody in the chain accountable is the next step in cleaning up programmatic’s image further. There will be more initiatives to come, and as they come online, greater levels of trust will be placed in trading digital display inventory via programmatic pipes.”

More from category

Enterprise WLAN Market Sees Moderate Growth in 1Q18

Enterprise WLAN Market Sees Moderate Growth in 1Q18

19 Jun 2018 comment

The combined consumer and enterprise wireless local area network (WLAN) market segments decreased 1.3% year over year in the first quarter of 2018 (1Q18) with worldwide revenues of $2.24 billion, according to IDC.

Global Digital Commerce Spend Will Rise 60 Percent by 2022

Global Digital Commerce Spend Will Rise 60 Percent by 2022

19 Jun 2018 comment

A new study from Juniper Research forecasts that consumer spend on Digital Commerce will reach $14.7 trillion by 2022, up by 60% on last year’s figure of $9.2 trillion.

EMEA Smartphone Markets Hit Record Value Despite Global Slowdown

EMEA Smartphone Markets Hit Record Value Despite Global Slowdown

18 Jun 2018 comment

The EMEA region's smartphone market showed some stability in the first quarter of 2018 in unit terms, while its value grew to exceed its previous first quarter peak result in 1Q15, according to IDC.