ADVERTISING IN THE UNITED KINGDOM (UK)

Transcription

1 ADVERTISING IN THE UNITED KINGDOM (UK)

2 TABLE OF CONTENTS Advertising in the United Kingdom (UK)

3 Table of Contents Market overview 06 Advertising spending in the world's largest ad markets Advertising spending in the United Kingdom (UK) Advertising spending in the United Kingdom (UK) , by media 09 Advertising spending in the United Kingdom (UK) 2016, by industry sector 10 Advertising spending growth in the United Kingdom (UK) 2017, by media 11 Highest spending advertisers in the United Kingdom (UK) Billings of leading creative advertising agencies in the United Kingdom (UK) Leading advertising campaigns in the United Kingdom (UK) Advertising and market research industry employment in the UK , by gender Traditional media 16 Television advertising revenue in the UK National newsbrands advertising revenue in the UK Magazine advertising revenue in the UK Magazine advertising expenditure in the United Kingdom (UK) , by platform 20 Radio advertising revenue in the UK from Commercial radio share of advertising revenue in the United Kingdom (UK)

4 Table of Contents 22 Outdoor advertising revenue in the United Kingdom (UK) Cinema advertising revenue in the UK Direct mail advertising revenue in the United Kingdom (UK) Digital media 26 Digital advertising spending in the UK , by format 27 Digital Market Outlook: digital advertising revenue in the UK , by format 28 Digital Market Outlook: digital advertising revenue in the UK , by device 29 Social media advertising spending in the UK Content and native ad share of digital display advertising spend in the UK Programmatic advertising buying in the United Kingdom (UK) 2017, by channel 32 Ad block usage penetration in the United Kingdom (UK) Leading digital & specialist ad agencies in the United Kingdom (UK) 2017

5 MARKET OVERVIEW Advertising in the United Kingdom (UK)

6 Column2 Advertising spending in the world's largest ad markets in 2017 (in billion U.S. dollars) Advertising spending in the world's largest ad markets United States China Japan UK Germany Brazil South Korea Australia France Indonesia Canada India Italy Russia Switzerland Spending in billion U.S. dollars 6 Note: Worldwide; June 2018; estimates; current prices Further information regarding this statistic can be found on page 35. Source(s): Zenith; ID Market overview

7 data Advertising spending in the United Kingdom (UK) from 2006 to 2018 (in billion GBP) Advertising spending in the United Kingdom (UK) Spending in billion GBP * 2018* 7 Note: United Kingdom; 2006 to 2017 Further information regarding this statistic can be found on page 36. Source(s): GroupM; ID Market overview

8 Net advertising spending in the United Kingdom (UK) from 1999 to 2018, by media (in million GBP) Advertising spending in the United Kingdom (UK) , by media TV Radio spot Newsbrands Magazine brands Cinema Outdoor Chart Title Paid search Pure-play digital display Pure-play digital classified Digital other Spending in million GBP * 2018* 8 Note: United Kingdom; 1999 to December 2017 Further information regarding this statistic can be found on page 37. Source(s): GroupM; ID Market overview

9 data Industry sectors ranked by advertising expenditure in the United Kingdom (UK) in 2016 (in million GBP) Advertising spending in the United Kingdom (UK) 2016, by industry sector Entertainment & Leisure 1,336 Finance 1,250 Food 927 Motors Travel & Transport Telecoms Govt,social,political Organis Retail Cosmetics & Personal Care Household Equipment & Diy 487 Mail Order 453 Clothing & Accessories Computers Drink Pharmaceutical Spending in million GBP gross 9 Note: United Kingdom; 2016 Further information regarding this statistic can be found on page 38. Source(s): GroupM; ID Market overview

10 data Growth of advertising spending in the United Kingdom (UK) in 2017, by media Advertising spending growth in the United Kingdom (UK) 2017, by media -20.0% Total UK adspend Internet Internet (of which mobile)* Cinema Direct mail** -10.0% 0.0% 10.0% 20.0% 30.0% 40.0% 4.6% 14.3% 37.3% 3.3% 0.9% Magazine brands -11.5% Magazine brands (of which digital)* -4% National newsbrands -5.6% National newsbrands (of which digital)* 19.3% Regional newsbrands -13.1% Regional newsbrands (of which digital)* 9.9% Out of home 1.5% Radio 5.2% TV -3.2% TV (of which VOD)* 7.1% Y-o-y change 10 Note: United Kingdom; 2017 on 2016 Further information regarding this statistic can be found on page 39. Source(s): WARC; Advertising Association; ID Market overview

11 data Advertisers ranked by advertising expenditure in the United Kingdom (UK) in 2016 (in million GBP) Highest spending advertisers in the United Kingdom (UK) Procter & Gamble Ltd Sky UK Ltd BT Ltd 165 Reckitt Benckiser (UK) Ltd 124 Virgin Media 115 Unilever UK Ltd 110 Amazon (UK) Ltd 103 Vodafone Ltd 92 Mcdonalds Restrs Ltd 86 Lidl UK Gmbh 80 Asda Stores Ltd DFS Furniture Co Ltd Nestle Aldi Stores Ltd Sainsburys Supermarkets Ltd Spending in million GBP 11 Note: United Kingdom; 2016 Further information regarding this statistic can be found on page 40. Source(s): GroupM; ID Market overview

12 data Leading creative advertising agencies in the United Kingdom (UK) in 2017, ranked by billings (in million GBP)* Billings of leading creative advertising agencies in the United Kingdom (UK) Abbott Mead Vickers BBDO Adam & Eve/DDB McCann Erickson Bartle Bogle Hegarty Vallance Carruthers Coleman Priest Leo Burnett Grey London Ogilvy & Mather WCRS Publicis London SAATCHI & SAATCHI Karmarama TBWA UK Mother Wieden & Kennedy Billings in million GBP 12 Note: United Kingdom; 2017 Further information regarding this statistic can be found on page 41. Source(s): Nielsen; ID Market overview

13 data Ranking of advertising campaigns in the United Kingdom (UK) in 2018 Leading advertising campaigns in the United Kingdom (UK) John Lewis Christmas Campaigns (John Lewis) Girl Emojis (Always) Tiny Dancer (John Lewis Insurance) Love At First Taste (Knorr) The Light Side of Disability (Maltesers) Change where you buy your coffee, change the world (Change Please) The Radicalisation of Persil (Persil) I Am Team GB (I Am Team GB) The Eiffel Tower, All Yours! (HomeAway) Sugar Smart App (Change4Life) Bringing Out the Scientist in Kids (Explorify) Battling Cancer Right Now (Cancer Research UK) Points* 78.4 Cam 13 Note: United Kingdom; 2018 Further information regarding this statistic can be found on page 42. Source(s): WARC; ID Market overview

14 Advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 1st quarter 2018, by gender and employment type (in 1,000)* Advertising and market research industry employment in the UK , by gender 200 Chart Title Total employee jobs** Male employee jobs** Female employee jobs** Total self-employed jobs Male self-employed jobs Female self-employed jobs Jobs in thousands Mar 09 Jun 09 Sep 09 Dec 09 Mar 10 Jun 10 Sep 10 Dec 10 Mar 11 Jun 11 Sep 11 Dec 11 Mar 12 Jun 12 Sep 12 Dec 12 Mar 13 Jun 13 Sep 13 Dec 13 Mar 14 Jun 14 Sep 14 Dec 14 Mar 15 Jun 15 Sep 15 Dec 15 Mar 16 Jun 16 Sep 16 Dec 16 Mar 17 Jun 17 Sep 17 Dec Mar 17 (r) 18 (p) 14 Note: United Kingdom; Q to Q1 2018*** Further information regarding this statistic can be found on page 43. Source(s): Office for National Statistics (UK); ID Market overview

15 TRADITIONAL MEDIA Advertising in the United Kingdom (UK)

16 data Television advertising revenue in the United Kingdom from 2011 to 2019 (in billion GBP) Television advertising revenue in the UK Revenue in billion GBP * 2019* 16 Note: United Kingdom; 2011 to 2017 Further information regarding this statistic can be found on page 44. Source(s): WARC; Advertising Association; ID Traditional media

17 data National newsbrands advertising revenue in the United Kingdom (UK) from 2011 to 2019 (in billion GBP) National newsbrands advertising revenue in the UK Revenue in billion GBP * 2019* 17 Note: United Kingdom; 2011 to 2017 Further information regarding this statistic can be found on page 45. Source(s): WARC; Advertising Association; ID Traditional media

18 data Magazine advertising revenue in the United Kingdom (UK) from 2011 to 2019 (in billion GBP) Magazine advertising revenue in the UK Revenue in billion GBP * 2019* 18 Note: United Kingdom; 2011 to 2017 Further information regarding this statistic can be found on page 46. Source(s): WARC; Advertising Association; ID Traditional media

19 Chart Title Magazine advertising expenditure in the United Kingdom (UK) from 2012 to 2018, by platform (in million GBP) Magazine advertising expenditure in the United Kingdom (UK) , by platform Total Digital ,101 1, Expenditure in million GBP * 2019* 19 Note: United Kingdom; 2012 to 2017 Further information regarding this statistic can be found on page 47. Source(s): WARC; Advertising Association; ID Traditional media

20 data Radio advertising revenue in the United Kingdom from 2011 to 2019 (in million GBP) Radio advertising revenue in the UK from Revenue in million GBP * 2019* 20 Note: United Kingdom; 2011 to 2017 Further information regarding this statistic can be found on page 48. Source(s): WARC; Advertising Association; ID Traditional media

21 data Quarterly commercial radio share of display advertising revenue in the United Kingdom (UK) from 1st quarter 2009 to 3rd quarter 2017 (in million GBP) Commercial radio share of advertising revenue in the United Kingdom (UK) % 6.0% 5.0% Share of marketplace 4.0% 3.0% 2.0% 1.0% 0.0% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q Note: United Kingdom; Q to Q Further information regarding this statistic can be found on page 49. Source(s): Radio Advertising Bureau UK; Ofcom; ID Traditional media

22 data Outdoor advertising revenue in the United Kingdom from 2000 to 2017 (in million GBP) Outdoor advertising revenue in the United Kingdom (UK) ,128 1,144 Revenue in million GBP ,019 1, Note: United Kingdom; 2000 to 2017 Further information regarding this statistic can be found on page 50. Source(s): Outdoor Media Centre; ID Traditional media

23 data Cinema advertising revenue in the United Kingdom (UK) from 2011 to 2019 (in million GBP) Cinema advertising revenue in the UK Revenue in million GBP * 2019* 23 Note: United Kingdom; 2011 to 2017 Further information regarding this statistic can be found on page 51. Source(s): WARC; Advertising Association; ID Traditional media

24 data Direct mail advertising revenue in the United Kingdom (UK) from 2013 to 2019 (in billion GBP) Direct mail advertising revenue in the United Kingdom (UK) Revenue in billion GBP * 2019* 24 Note: United Kingdom; 2013 to 2017 Further information regarding this statistic can be found on page 52. Source(s): WARC; Advertising Association; ID Traditional media

25 DIGITAL MEDIA Advertising in the United Kingdom (UK)

26 Digital advertising expenditure in the United Kingdom (UK) from 2008 to 2017, by format (in million GBP) Digital advertising spending in the UK , by format Search Chart Title Display Classified , ,443 4,180 Revenue in million GBP , ,942 2,097 2, ,280 2, ,479 3, ,825 3,471 1,047 2,274 3,773 1,115 3,033 4,355 3,812 4,946 5, Note: United Kingdom; 2008 to 2017 Further information regarding this statistic can be found on page 53. Source(s): IAB UK; PwC; ID Digital media

27 Digital advertising revenue in the United Kingdom (UK) from 2016 to 2022, by format (in million U.S. dollars) Digital Market Outlook: digital advertising revenue in the UK , by format Chart Title Banner Video Search Social media Classifieds Revenue in million U.S. dollars , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , * 2019* 2020* 2021* 2022* 27 Note: United Kingdom; 2016 and 2017 Further information regarding this statistic can be found on page 54. Source(s): Statista (Digital Market Outlook); ID Digital media

28 Digital advertising revenue in the United Kingdom (UK) from 2016 to 2022, by mobile and desktop (in million U.S. dollars) Digital Market Outlook: digital advertising revenue in the UK , by device Chart Title Desktop Mobile Revenue in million U.S. dollars , , , , , , , , , , , , , , * 2019* 2020* 2021* 2022* 28 Note: United Kingdom; 2016 and 2017 Further information regarding this statistic can be found on page 55. Source(s): Statista (Digital Market Outlook); ID Digital media

29 data Social media advertising spending in the United Kingdom (UK) from 2011 to 2017 (in billion GBP) Social media advertising spending in the UK Spending in billion GBP Note: United Kingdom; 2011 to 2017 Further information regarding this statistic can be found on page 56. Source(s): IAB UK; ID Digital media

30 data Share of digital display spending going on content and native advertising in the United Kingdom (UK) from 2014 to 2017 Content and native ad share of digital display advertising spend in the UK % 31% 30.0% 25.0% 22% 25.6% 25% Share of spending 20.0% 15.0% 10.0% 5.0% 0.0% Note: United Kingdom; 2014 to 2017 Further information regarding this statistic can be found on page 57. Source(s): IAB UK; ID Digital media

31 data Share of marketers buying programmatic advertising in the United Kingdom (UK) in 2017, by channel Programmatic advertising buying in the United Kingdom (UK) 2017, by channel 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% Social media 77% Mobile 53% Search Engine Marketing 38% Video 37% Display 32% Share of respondents 31 Note: United Kingdom; 2017; >300; Marketers and advertisers Further information regarding this statistic can be found on page 58. Source(s): AdRoll; Qualtrics; ID Digital media

32 data Proportion of UK adults using ad blocking technology from March 2015 to February 2018 Ad block usage penetration in the United Kingdom (UK) % 25.0% 25% 21.7% 21.2% 22.1% Share of respondents 20.0% 15.0% 15.1% 15.1% 17.8% 10.0% 5.0% 0.0% March 2015 June 2015 October 2015 February 2016 July 2016 February 2017 February 2018*** 32 Note: United Kingdom; 2015 to 2018*; 18 years and older; internet users Further information regarding this statistic can be found on page 59. Source(s): IAB UK; ID Digital media

33 data Ranking of digital and specialist advertising agencies located in the United Kingdom (UK) in 2017 Leading digital & specialist ad agencies in the United Kingdom (UK) Proximity London 81 OgilvyOne London 37 Grass Roots 24.3 MRM Meteorite 21.1 Havas helia 19 The Social Partners 15.9 The Integer Group London 14.8 Weber Shandwick London 14.8 LIDA 14.8 Forward Media 14.4 Points* 33 Note: United Kingdom; 2017 Further information regarding this statistic can be found on page 60. Source(s): WARC; ID Digital media

34 REFERENCES Advertising in the United Kingdom (UK)

35 Advertising spending in the world's largest ad markets in 2017 (in billion U.S. dollars) Advertising spending in the world's largest ad markets 2017 Source and methodology information Notes: Source(s) Conducted by Zenith Zenith Figures have been rounded. Survey period June 2018 Region(s) Number of respondents Age group Special characteristics Published by Worldwide estimates; current prices Zenith Publication date July 2018 Original source Website URL Advertising Expenditure Forecasts visit the website Back to statistic 35 References

36 Advertising spending in the United Kingdom (UK) from 2006 to 2018 (in billion GBP) Advertising spending in the United Kingdom (UK) Source and methodology information Notes: Source(s) Conducted by GroupM GroupM * Forecast. Figures have been rounded. Internet: IAB/PwC Production costs: out, except for cinema Agency commission: out Discounts from ratecard: after Newspaper classified: in Internet classified: in Survey period 2006 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom GroupM Publication date December 2017 Original source This Year Next Year Worldwide December 2017 Website URL visit the website Back to statistic 36 References

37 Net advertising spending in the United Kingdom (UK) from 1999 to 2018, by media (in million GBP) Advertising spending in the United Kingdom (UK) , by media Source and methodology information Notes: Source(s) Conducted by GroupM GroupM; IAB; PwC; Advertising Association * Forecast. Internet: IAB/PwC Production costs: out, except for cinema Agency commission: out Discounts from ratecard: after Newspaper classified: in Internet classified: in Survey period 1999 to December 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom GroupM Publication date December 2017 Original source This Year Next Year Worldwide December 2017 Website URL visit the website Back to statistic 37 References

38 Industry sectors ranked by advertising expenditure in the United Kingdom (UK) in 2016 (in million GBP) Advertising spending in the United Kingdom (UK) 2016, by industry sector Source and methodology information Notes: Source(s) Conducted by GroupM GroupM Survey period 2016 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom GroupM Publication date December 2017 Original source This Year Next Year Worldwide December 2017 Website URL visit the website Back to statistic 38 References

39 Growth of advertising spending in the United Kingdom (UK) in 2017, by media Advertising spending growth in the United Kingdom (UK) 2017, by media Source and methodology information Source(s) WARC; Advertising Association Conducted by WARC; Advertising Association Survey period 2017 on 2016 Notes: * The indicated spending categories are sub-categories of main advertising media. Additional information: Broadcaster VOD, digital revenues for newsbrands and magazine brands and mobile advertising spend are also included within the internet total of 11,553m, so care should be taken to avoid double counting. Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL warc.com visit the website Back to statistic 39 References

40 Advertisers ranked by advertising expenditure in the United Kingdom (UK) in 2016 (in million GBP) Highest spending advertisers in the United Kingdom (UK) 2016 Source and methodology information Notes: Source(s) Conducted by GroupM GroupM Survey period 2016 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom GroupM Publication date December 2017 Original source This Year Next Year Worldwide December 2017 Website URL visit the website Back to statistic 40 References

41 Leading creative advertising agencies in the United Kingdom (UK) in 2017, ranked by billings (in million GBP)* Billings of leading creative advertising agencies in the United Kingdom (UK) 2017 Source and methodology information Source(s) Nielsen Conducted by Nielsen Survey period 2017 Notes: * The source provided the following commentary: "The term 'billings'refers to the combined value of UK above-the-line advertising (including online) that is booked, placed and created by agencies on behalf of their clients. It should not be confused with agency income. [...] Billings for top 100 agencies are based on accounts handled on a creative or full-service basis. Agencies are listed according to their names and structures in 2016." Region(s) Number of respondents Age group Special characteristics Published by United Kingdom Brand Republic Publication date April 2018 Original source Website URL campaignlive.co.uk visit the website Back to statistic 41 References

42 Ranking of advertising campaigns in the United Kingdom (UK) in 2018 Leading advertising campaigns in the United Kingdom (UK) 2018 Source and methodology information Notes: Source(s) Conducted by WARC WARC * The source provides information about the methodology here. Survey period 2018 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date February 2018 Original source Website URL warc.com visit the website Back to statistic 42 References

43 Advertising and market research jobs in the United Kingdom (UK) from 1st quarter 2009 to 1st quarter 2018, by gender and employment type (in 1,000)* Advertising and market research industry employment in the UK , by gender Source and methodology information Source(s) Office for National Statistics (UK) Conducted by Office for National Statistics (UK) Survey period Q to Q1 2018*** Notes: * The figures were not seasonally adjusted. ** These categories (employee jobs total, male and female) do not include selfemployed jobs. Data on self-employed jobs were found in another reference table from the same source. *** The source did not indicate exact time spans of the quarters. Region(s) Number of respondents Age group Special characteristics Published by United Kingdom Office for National Statistics (UK) Publication date June 2018 Original source Website URL ons.gov.uk visit the website Back to statistic 43 References

44 Television advertising revenue in the United Kingdom from 2011 to 2019 (in billion GBP) Television advertising revenue in the UK Source and methodology information Notes: Source(s) Conducted by WARC; Advertising Association Advertising Association; WARC * Data for 2018 and 2019 calculated on the basis of WARC/AA percentage growth forecasts. Figures for years previous to 2017 were published earlier by the source. Survey period 2011 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL warc.com visit the website Back to statistic 44 References

45 National newsbrands advertising revenue in the United Kingdom (UK) from 2011 to 2019 (in billion GBP) National newsbrands advertising revenue in the UK Source and methodology information Notes: Source(s) Conducted by WARC; Advertising Association WARC; Advertising Association * Data for 2018 and 2019 calculated on the basis of WARC/AA percentage growth forecasts. Figures for years previous to 2017 were published earlier by the source. Figures have been rounded. Survey period 2011 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL expenditurereport.warc.com visit the website Back to statistic 45 References

46 Magazine advertising revenue in the United Kingdom (UK) from 2011 to 2019 (in billion GBP) Magazine advertising revenue in the UK Source and methodology information Notes: Source(s) Conducted by WARC; Advertising Association WARC; Advertising Association * Data for 2018 and 2019 calculated on the basis of WARC/AA percentage change forecasts. Figures for years previous to 2019 were published earlier by the source. Figures include digital magazine brand advertising. Survey period 2011 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL expenditurereport.warc.com visit the website Back to statistic 46 References

47 Magazine advertising expenditure in the United Kingdom (UK) from 2012 to 2018, by platform (in million GBP) Magazine advertising expenditure in the United Kingdom (UK) , by platform Source and methodology information Notes: Source(s) Conducted by WARC; Advertising Association WARC; Advertising Association * Data for 2018 and 2019 calculated on the basis of WARC/AA percentage growth forecasts. Figures for years previous to 2017 published earlier by the source. Survey period 2012 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL warc.com visit the website Back to statistic 47 References

48 Radio advertising revenue in the United Kingdom from 2011 to 2019 (in million GBP) Radio advertising revenue in the UK from Source and methodology information Notes: Source(s) Conducted by WARC; Advertising Association WARC; Advertising Association * Data for 2018 and 2019 calculated on the basis of WARC/AA percentage change forecasts. Figures for years previous to 2017 were published earlier by the source. Survey period 2011 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL expenditurereport.warc.com visit the website Back to statistic 48 References

49 Quarterly commercial radio share of display advertising revenue in the United Kingdom (UK) from 1st quarter 2009 to 3rd quarter 2017 (in million GBP) Commercial radio share of advertising revenue in the United Kingdom (UK) Source and methodology information Source(s) Radio Advertising Bureau UK; Ofcom Conducted by Radio Advertising Bureau UK; Ofcom Survey period Q to Q Notes: The display advertising marketplace includes the following advertising markets: radio (including sponsorships and promotions), television, newspapers/magazines/colour supplements (excluding classified advertising), outdoor & transport cinema, and internet (display only, excludes search and classified). Additional information is provided by the source. Region(s) Number of respondents Age group Special characteristics Published by United Kingdom Radio Advertising Bureau UK Publication date April 2018 Original source Website URL radiocentre.org visit the website Back to statistic 49 References

50 Outdoor advertising revenue in the United Kingdom from 2000 to 2017 (in million GBP) Outdoor advertising revenue in the United Kingdom (UK) Source and methodology information Notes: Source(s) Conducted by Outdoor Media Centre Outdoor Media Centre Publication date is an estimate. Survey period 2000 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom Outdoor Media Centre Publication date February 2018 Original source Website URL outsmart.org.uk visit the website Back to statistic 50 References

51 Cinema advertising revenue in the United Kingdom (UK) from 2011 to 2019 (in million GBP) Cinema advertising revenue in the UK Source and methodology information Notes: Source(s) Conducted by WARC; Advertising Association WARC; Advertising Association * Data for 2018 and 2019 calculated on the basis of WARC/AA percentage growth forecasts. Figures for years previous to 2017 were published earlier by the source. Figures have been rounded. Survey period 2011 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL expenditurereport.warc.com visit the website Back to statistic 51 References

52 Direct mail advertising revenue in the United Kingdom (UK) from 2013 to 2019 (in billion GBP) Direct mail advertising revenue in the United Kingdom (UK) Source and methodology information Source(s) WARC; Advertising Association Conducted by WARC; Advertising Association Survey period 2013 to 2017 Notes: * Data for 2018 and 2019 were calculated on the basis of WARC/AA percentage growth forecasts. Figures for years prior to 2017 were published earlier by the source. Figures have been rounded. The source indicates "Direct mail data for 2013 have been supplied by Royal Mail according to its new methodology - please refer to About the Data for details." Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date April 2018 Original source Website URL expenditurereport.warc.com visit the website Back to statistic 52 References

53 Digital advertising expenditure in the United Kingdom (UK) from 2008 to 2017, by format (in million GBP) Digital advertising spending in the UK , by format Source and methodology information Notes: Source(s) Conducted by IAB UK; PwC IAB UK; PwC Figures have been rounded. Survey period 2008 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom IAB UK; Ofcom Publication date April 2018 Original source Website URL iabuk.net visit the website Back to statistic 53 References

54 Digital advertising revenue in the United Kingdom (UK) from 2016 to 2022, by format (in million U.S. dollars) Digital Market Outlook: digital advertising revenue in the UK , by format Source and methodology information Source(s) Statista (Digital Market Outlook) Conducted by Statista Survey period 2016 and 2017 Region(s) United Kingdom Notes: * Estimate. Digital Advertising uses the internet to deliver marketing messages via various formats to internet users. This includes web banners, video pre- or mid-rolls, search advertising as well as online classifieds and advertisements in social networks e.g.facebook. Revenue is generated by publishers, advertising agencies, affiliate networks and other participants of the value chain that design, place and track digital ads provided by an advertiser. Usually the Digital Advertising market is segmented into Desktop and Mobile Advertising depending on the delivery method. The market definition excludes marketing and audio ads. All figures refer to net values. Further information on methodology can be found here. Number of respondents Age group Special characteristics Published by Statista (Digital Market Outlook) Publication date March 2018 Original source Website URL Digital Market Outlook visit the website Back to statistic 54 References

55 Digital advertising revenue in the United Kingdom (UK) from 2016 to 2022, by mobile and desktop (in million U.S. dollars) Digital Market Outlook: digital advertising revenue in the UK , by device Source and methodology information Source(s) Statista (Digital Market Outlook) Conducted by Statista Survey period 2016 and 2017 Region(s) United Kingdom Notes: * Estimate. Digital Advertising uses the internet to deliver marketing messages via various formats to internet users. This includes web banners, video pre- or mid-rolls, search advertising as well as online classifieds and advertisements in social networks e.g.facebook. Revenue is generated by publishers, advertising agencies, affiliate networks and other participants of the value chain that design, place and track digital ads provided by an advertiser. Usually the Digital Advertising market is segmented into Desktop and Mobile Advertising depending on the delivery method. The market definition excludes marketing and audio ads. All figures refer to net values. Further information on methodology can be found here. Number of respondents Age group Special characteristics Published by Statista (Digital Market Outlook) Publication date March 2018 Original source Website URL Digital Market Outlook visit the website Back to statistic 55 References

56 Social media advertising spending in the United Kingdom (UK) from 2011 to 2017 (in billion GBP) Social media advertising spending in the UK Source and methodology information Notes: Source(s) Conducted by IAB UK IAB UK; PwC Data for years previous to 2017 were published earlier by the source. Survey period 2011 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom IAB UK Publication date April 2018 Original source Website URL iabuk.net visit the website Back to statistic 56 References

57 Share of digital display spending going on content and native advertising in the United Kingdom (UK) from 2014 to 2017 Content and native ad share of digital display advertising spend in the UK Source and methodology information Notes: Source(s) Conducted by IAB UK IAB UK Survey period 2014 to 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom IAB UK Publication date April 2018 Original source Website URL iabuk.net visit the website Back to statistic 57 References

58 Share of marketers buying programmatic advertising in the United Kingdom (UK) in 2017, by channel Programmatic advertising buying in the United Kingdom (UK) 2017, by channel Source and methodology information Notes: Source(s) Conducted by AdRoll; Qualtrics AdRoll; Qualtrics Survey period 2017 Region(s) United Kingdom Number of respondents >300 Age group Special characteristics Published by Marketers and advertisers AdRoll Publication date March 2018 Original source AdRoll State of the Industry UK, page 5 Website URL visit the website Back to statistic 58 References

59 Proportion of UK adults using ad blocking technology from March 2015 to February 2018 Ad block usage penetration in the United Kingdom (UK) Source and methodology information Notes: Source(s) Conducted by IAB UK YouGov * March 2015, June 2015, October 2015, February 2016, July 2016, February 2017, February 2018 ** n (Feb 2017) = 2,018; n (Feb 2018) = 2,059 *** According to the source, ad blocking levels were at "just under 25" percent. Survey period 2015 to 2018* Region(s) United Kingdom Number of respondents 2,059** Age group Special characteristics Published by 18 years and older internet users IAB UK Publication date March 2018 Original source Website URL iabuk.net visit the website Back to statistic 59 References

60 Ranking of digital and specialist advertising agencies located in the United Kingdom (UK) in 2017 Leading digital & specialist ad agencies in the United Kingdom (UK) 2017 Source and methodology information Notes: Source(s) Conducted by WARC WARC * The source provides information about the methodology here. Survey period 2017 Region(s) Number of respondents Age group Special characteristics Published by United Kingdom WARC Publication date March 2017 Original source Website URL warc.com visit the website Back to statistic 60 References