The latest snapshot of the UK digital ad market has reaffirmed the dominance of Google and Facebook with both tech titans combined expected to account for over half of all UK digital ad revenues by the end of the year.
Compiled by eMarketer the forecast foresees that both tech companies will account for 54% of all digital ad revenues this year, taking home £6.3bn between them.
Senior analyst Bill Fisher commented: “There have been signs of tough times ahead for the UK ad industry. Despite uncertainty around Brexit and struggles among some of the big agencies, digital continues to attract ad spending, with Google and Facebook the biggest beneficiaries.
"That they’re attracting such spend is perhaps a symptom of the wider market concerns, with brands looking to get the biggest reach for their buck—something that Google and Facebook clearly offer.”
In the UK Google remains the largest single player, with total digital ad revenues expected to reach £4.43bn in 2017, before jumping to £5.1bn by 2019. Facebook is no slouch either however, picking up £1.87bn in digital ad revenue this year courtesy of the continued success of Instagram and a push into video.
On present trends Facebook will claim an 18.3% share of the UK digital ad market, worth £2.57bn, by 2019 -set against a total UK digital ad market of £10.89bn in 2017, rising by 11% per annum on the back of rampant mobile growth – projected to rise by 30.3% this year.