Facebook, Twitter and Google are set to outpace digital advertising growth in the UK in 2016, according to research from eMarketer.
Digital ad spending is expected to grow by 12 per cent, dwarfed by the 31.1 per cent growth in net digital ad revenues at Facebook, 13.9 per cent growth at Google and 13.2 per cent growth at Twitter.
With Facebook a clear leader in digital advertising, it remains to be seen whether there will be a knock on effect after it was found to be overstating the average view times on its video content from between 60 to 80 per cent for the last two years.
Nonetheless, it is predicted that it will net digital ad revenues of £1.19 billion due to alterations made to its mobile video formats, new ads in mobile newsfeeds and a new suite of Instagram ad formats.
Twitter on the other hand received a sizeable downgrade, set to grow by about 14 per cent generating around £153.5bn, down from previously predicted growth of 31 per cent although rumours of a new buyer can breathe new life into the network.
“Across search and social media, mobile’s influence on ad spending continues to be significant,” said eMarketer senior analyst Bill Fisher. “This is simply a response to consumer behavior, with the majority of social media usage now occurring on mobile, and mobile search behavior, too, becoming more pronounced.”
Will these figures take a hit on the back of numerous industry transparency scandals, such as the revelations that Dentsu says it will pay $2.3m to clients it has overcharged.