Ad spend in the UK for 2013 is set to reach £13.9bn, research from GroupM has found, up from £13bn in 2012, with figures expected to reach £14.8bn in 2014.
The This Year, Next Year UK report predicted that digital spending including paid search will reach £6.1bn in 2013, while digital display advertising is expected to grow 17 per cent in 2013.
GroupM futures director Adam Smith said: “This ad recovery is spectacular, but not a phenomenon. UK annual GDP is likely to have risen nine per cent in cash terms since 2008, and annual advertising the same. The question is whether advertisers sustain their optimism that UK households are feeling richer, and might actually get richer, between now and the election expected in spring 2015.
“UK paid search has doubled in size since 2008 in cash terms and as a share of all UK marketing investment. Smartphones, tablets and e-commerce sustain this momentum. We think mobile (including tablets) will furnish 70 per cent of paid search investment growth this year and all of it next year.”
TV advertising is predicted to grow 6.8 per cent in 2013, in line with the accelerated market average, while recovery has slowed the loss of ad investment into physical newspapers and magazines to single digits.