UK digital ad spend hits £13.4bn, buoyed by smartphone ads

UK advertisers spent £13.4bn on digital ads last year – a 15% boost on 2017.

Analysing UK ad revenue from 64 participants, combined with additional data from Warc, the study also found that for the first time ever ad spend on smartphones overtook desktop to account for 51% of all media budgets. In total, advertisers spent £6.9bn on smartphone ads, up 2017’s £5.2bn.

Along with mobile, video was found to be a driving force behind digital ad spend, accounting for 44% of the total display market at £2.31bn.

Banner ad spend clocked in at £1.19bn.

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