Facebook and Google remain top performers in the UK digital ad market. Their combined revenue makes up almost half of the total spending forecast, to reach £6.1 billion by the end of the year, analysis firm eMarketer estimated.
Google is expected to generate 43% of all digital ad revenues in Britain in 2013, marking an increase from 41.9% last year, and is predicted to top 46% by 2015. Facebook’s ad business in the UK, in turn, is anticipated to grab 5% of revenues this year – £303 million compared to £223 million in 2012 – up by 36% on the year.
The two companies also dominate the digital display market almost as strongly as the total digital ad market, although their shares are more evenly divided on the digital display market, eMarketer says. Google is expected to receive almost 25% of all UK digital display ads in 2013, while Facebook will gain a 20.2% share. By 2015, Google and Facebook will account for 56.8% of the overall market in the country, eMarketer predicts.
One of the main factors for both companies’ growth is mobile advertising. According to eMarketer, mobile ad spending in Britain will hit almost £1 billion in 2013, making up 16.5% of the overall digital advertising against 9.7% in 2012. And by 2017, mobile will account for 44.4% of the digital ad spending and almost 25% of all ad spending in the country.
eMarketer predicts that UK’s digital ad spending in 2013 will amount to £6.06 billion and will reach £8.36 billion by 2017.