Advertising

UK social media ad spend to increase by half in 2014 with Facebook set to dominate

By John McCarthy | Media editor

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September 18, 2014 | 3 min read

The UK's social media ad spending will rise by half this year, an increase which will see the sites take in around 10.5 per cent of the UK’s overall digital ad funding, according to an industry report from eMarketer.

The study projected that ad spending on social networks will rise by half in the next year and that by 2016, the social networks will account for around 15 per cent of the nation’s digital ad investment.

The UK will spend £7.25bn on digital ads in 2014, up by 15 per cent on 2013. Furthermore, with the rise of mobile and video ads, digital will take just under a half share of the UK’s total paid media ad spend.

Facebook, followed by Twitter will capitalise most upon the news

Taking in around 7.5 per cent of this revenue will be Facebook, as the UK’s largest social network. This will account for over 75 per cent of the overall UK spend on social media. In just two years, the site will take in almost a tenth of digital and a quarter of digital display ad spending.

Following behind the social media behemoth is Twitter which will receive a substantially smaller 1.3 per cent of the UK's digital ad kitty. Despite this figure, Twitter will collect almost 13 per cent of its overall ad revenue from the UK, displaying how valuable the market is on the international level.

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Additionally, on a per-user basis, UK social network advertisers will spend £23.24 per user trying to persuade social networkers to convert from prospects into customers, or simply building brand awareness.

The report concluded that in 2016, UK advertisers will spend £36.49 per user, on average, to reach each social network user via paid media on such sites, representing a threefold increase since 2012.

Similarly, a CMO Survey from Duke University claimed social media spend will be expected to surge by 128 per cent to account for over 21 per cent of budgets within the next five years.

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