UK Digital Ad Spending by Industry

Retail Retains Its Top Spot, While Other Industries See Stagnation

Executive Summary

Economies around the world are under strain. In the UK, recession looks increasingly likely, but the country has added its own fuel to the fire with Brexit and government leadership changes contributing to the harshest cost-of-living crisis in many years. Digital advertising isn’t immune but is coping well under the circumstances.


  1. Which industries will spend the most on digital advertising this year, and which will see the highest growth?
  2. What will the format mix look like, and how will it change over the course of our forecast?
  3. What do these changes mean for marketers?

WHAT’S IN THIS REPORT? Our latest forecasts for digital ad spending in six sectors—automotive, computing products and consumer electronics, consumer packaged goods (CPG), financial services, retail, and travel. Also, an outline of the key trends shaping these forecasts.

KEY STAT: Retail will be the biggest spender on digital ads this year, laying out £5.92 billion ($8.14 billion).

Note: Pound-to-dollar conversions are based on the average daily rate from 2021. We will update this in the coming weeks to reflect current conditions.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Digital Ad Spending Under Macroeconomic Threats
  4. Retail Remains Ahead of the Pack When It Comes to Digital Ad Spend
  1. Travel Is on a Strong Rebound but From an Incredible Low
  2. Other Industries: Digital Growth but Stagnating Shares
  3. Search’s Renaissance May Be Short-Lived
  4. What Does This Forecast Mean for Marketers in the UK?
  1. Read Next
  2. Sources
  3. Media Gallery

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Bill Fisher


Ethan Cramer-Flood
Senior Forecasting Writer
Zach Goldner
Junior Forecasting Analyst
Oscar Orozco
Director, Forecasting
Karin von Abrams
Principal Analyst

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