Mobile advertising spend is set to increase to £7 billion in 2017. That’s according to the latest data released by research firm eMarketer. The spending rate represent over a third of the UK’s media advertising expenditure.
The firm revealed that digital ad spend is growing 11% in 2017 to £10.89 billion. This year, digital will represent over half (58%) of total media spending.
That boost is largely driven by mobile with investments anticipated in the region of 27.4%.
eMarketer also predicts that mobile ad spend may top £12 billion by 2021.
Whilst mobile ad spend was boosted by almost 50% to £5.40 billion in 2016, desktop spend was significantly lower at £4.41 billion.
The research company added that Google is likely to benefit the most from the digital advertising trend at a 40.7% market share, followed by Facebook at 16.4%.
Bill Fisher, senior analyst, eMarketer, said:
“Google still attracts the lion’s share of digital ad spend in the UK. However, Facebook is seeing strong growth thanks to investments in video and a stellar performance from Instagram.”