Mobile to Equal TV Ad Spend by 2017, says eMarketer

Total digital ad spend in the UK will reach £6.1bn this year, an increase of 12 per cent on 2012, with mobile to account for 16.5 per cent of this – or £1bn.

By 2017, mobile is expected to take a 44.4 per cent of digital ad spend and nearly a quarter of total ad dollars in the UK – reaching £3.7bn – equal to the amount spent on TV advertising. Ad spend on mobile will surpass outdoor advertising in 2014 and print advertising by 2016, according to eMarketer.

Despite grumbling from investors on the announcement of its Q2 earnings, Google will increase its dominance of the UK advertising market this year, growing revenues by 15 year-on-year to £2.6bn. This means it will have a 43 per cent share of the market here, which eMarketer predicts will grow to 46 per cent by 2015.

Facebook meanwhile will increase its ad revenue in the UK by 36 per cent this year, an upward revision after positive Q2 results, but takes just a five per cent share, or £303m. This will grow to £444m, or a six per cent share, by 2015.