UK Digital Ad Spending by Industry 2024

Economic Recovery Drives Strong Growth Across the Board

Report by Bill Fisher  | Sep 19, 2024
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Executive Summary
Economic optimism will continue to boost digital ad spending growth
Retail still rules, but its share is starting to slowly decline
CPG will see strong spending growth as consumer concerns subside
Computing products/consumer electronics and financial services are returning to reality
Automotive has seen the fastest spending acceleration
Travel’s recovery continues, but spending growth is beginning to slow
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About This Report
An improving UK economy means digital ad spending in all industries will see healthy growth this year. Retail will still lead total spend, but automotive will receive a boost thanks to significant investments.
Topics
Digital Ad Spending
United Kingdom
Table of Contents
Executive Summary
Economic optimism will continue to boost digital ad spending growth
Retail still rules, but its share is starting to slowly decline
CPG will see strong spending growth as consumer concerns subside
Computing products/consumer electronics and financial services are returning to reality
Automotive has seen the fastest spending acceleration
Travel’s recovery continues, but spending growth is beginning to slow
Sources
Media Gallery

The UK’s digital ad market is benefiting from an improving economy. As such, all the industries we track grew faster in 2023 than we’d predicted, and that strong growth will continue into 2024. The auto industry will benefit the most thanks to significant investments in the sector through 2023.

Key Question: How has an improving economy affected digital ad investments across industries in the UK?

The Automotive Industry Leads for Growth Amid a Year of Better Outcomes in All Industries (% change in UK digital ad spending, by industry, 2024)
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Key Stat: All industries will see strong digital ad spending growth this year. Automotive will see a significant spike—22.0%—thanks to the improving economy and major investments.

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Table of Contents

  1. Executive Summary
  2. Economic optimism will continue to boost digital ad spending growth
  3. Retail still rules, but its share is starting to slowly decline
  1. CPG will see strong spending growth as consumer concerns subside
  2. Computing products/consumer electronics and financial services are returning to reality
  3. Automotive has seen the fastest spending acceleration
  1. Travel’s recovery continues, but spending growth is beginning to slow
  2. Sources
  3. Media Gallery

Charts in This Report

The Automotive Industry Leads for Growth Amid a Year of Better Outcomes in All Industries (% change in UK digital ad spending, by industry, 2024)Retail Holds a Near £2 Billion Lead Over CPG in Terms of Total Digital Ad Spending (billions in UK digital ad spending, by industry, 2024)
Retail Spending Is Growing Healthily, but as a Share of Total Digital Ad Spending, It's Flatlined (billions in UK retail digital ad spending and % of total digital ad spending, 2021-2026)CPG Spending Got a Digital Boost During the Pandemic and Will Continue to Gain Share (billions in UK CPG digital ad spending and % of total digital ad spending, 2019-2026)
Some Industries' Digital Spending Is Reverting to a Normalized Cadence Following a Pandemic Boost (% change in UK digital ad spending, by select industry, 2019-2026)Automotive Growth in Digital Ad Spending Has Accelerated Past All Other Industries (% change in UK digital ad spending, by select industry, 2021-2026)
Travel's Digital Ad Spending Recovery Continues, Though Growth Is Beginning to Slow (billions in total UK travel digital ad spending and % change, 2019-2026)

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authors

Bill Fisher

Contributors

Ross Benes
Senior Analyst
Andrew Spink
Forecasting Analyst
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Paul Verna
VP, Content
Ali Young

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