Digital ads to account for 44% of £14bn UK ad spend this year

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by CBR Staff Writer| 26 November 2013

The UK ad spending in 2014 would rise by 6% to £14.8bn.

The UK digital ad spend is anticipated to account for about 44% of the overall £14bn investments in advertising by the end of 2013 and reach £6.1bn, a new report revealed.

According to the latest report from WPP's media buying unit GroupM, the 7% rise in overall ad spending in measured media is double the earlier projected rate six months ago.

The report, "This Year, Next Year UK", noted that the digital display advertising would rise by 17%, particularly due to persistent demand for video and social inventory.

GroupM futures director Adam Smith said the latest ad recovery is spectacular, but not a phenomenon.

"U.K. annual GDP is likely to have risen 9 percent in cash terms since 2008, and annual advertising the same," Smith said.

"The question is whether advertisers sustain their optimism that U.K. households are feeling richer, and might actually get richer, between now and the election expected in spring 2015."

By the end of the year, TV advertising is expected to rise by 6.8%, corresponding to the accelerated market average.

However, the report added that the recovery slowed the loss of ad investment into physical newspapers and magazines to single digits, while pressure to innovate across all print assets remains persistent.

"U.K. paid search has doubled in size since 2008 in cash terms and as a share of all U.K. marketing investment.

"Smartphones, tablets and e-commerce sustain this momentum.

"We think mobile (including tablets) will furnish 70 percent of paid search investment growth this year and all of it next year."

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