Google and Facebook are set to continue their dominance over the digital advertising space in the UK, combining to account for more than half of digital ad revenues this year.

According to eMarketer, the two tech giants combined will account for 54 per cent of all digital ad revenues in 2017, totalling £6.3bn.

Despite this, Google is a long way ahead of Facebook. Google’s total digital ad revenue will amount to £4.43bn this year, rising to £5.1 by 2019. Meanwhile, Facebook is expected to reach £1.87bn in 2017, rising to £2.57bn in 2019.

Overall UK digital ad spend is expected to reach £10.89bn this year, an increase of 11 per cent year-on-year. Mobile continues to drive digital growth, rising by 30.3 per cent this year. Within this, video has seen the most growth, jumping 47.7 per cent.

“There have been signs of tough times ahead for the UK ad industry,” said Bill Fisher, senior analyst at eMarketer. “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.”