UK Digital Video Advertising Landscape

CTV Makes Inroads, Social Is on the Rise, and More Ad-Supported Options Are on the Way

Executive Summary

In a market where digital video consumption is so high, a video ad strategy is pretty much a given. For a campaign to succeed, planners must understand where their consumers are, how video fits into those environments, and how they can get their hands on the right inventory.


  1. How many people are consuming what types of video content in the UK?
  2. What does the digital video ad landscape look like?
  3. What should a campaign planner keep in mind when looking to buy digital video?

WHAT’S IN THIS REPORT? Our forecasts for digital video viewers, social video use, and digital video ad spend, plus a closer look at the complex landscape that media planners have to deal with when buying digital video inventory.

KEY STAT: Nearly three-quarters of the UK population will watch digital video content this year. Only the US will have a higher proportion than that. Knowing where to find your potential customers with the right content is therefore key.

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13expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Macroeconomic Trends Are Affecting Digital Video Advertising in the UK
    4. Digital Video Offers a Significant Opportunity for UK Marketers
    1. Building a Digital Video Ad Strategy Is a Complex Task: Here’s What You Need to Consider
    2. What the Digital Video Ad Landscape Means for Marketers
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Sunil Bhagwan
    Vice President, Strategy
    Interviewed October 12, 2022
    Tal Chalozin
    CTO and Co-Founder
    Interviewed October 6, 2022
    James Cornish
    Vice President, International Sales
    Interviewed October 7, 2022
    Paul Gubbins
    Vice President, CTV Strategy
    Interviewed October 12, 2022
    Emma Lacey
    Senior Vice President, EMEA
    Interviewed October 11, 2022
    Karen Nelson-Field
    Amplified Intelligence
    CEO and Founder
    Interviewed October 10, 2022
    Raman Sidhu
    Verve Group
    Senior Vice President, EMEA Sales and Global Partnerships
    Interviewed October 11, 2022
    Evelyn Swiderski
    Director, Communications
    Interviewed October 7, 2022
    John Tigg
    Executive Vice President, Global Buyer Development, and General Manager, International
    Interviewed October 3, 2022
    Raphaelle Tripet
    Managing Director, Demand Sales, EMEA
    Interviewed October 13, 2022
    Craig Tuck
    The Ozone Project
    Chief Revenue Officer
    Interviewed October 12, 2022
    Oscar Wall
    General Manager, EMEA
    Interviewed October 12, 2022
    Alexander Yip
    Solutions Architect
    Interviewed October 12, 2022

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    Bill Fisher


    Vivian Dong
    Associate Forecasting Analyst
    Angela Kim
    Senior Researcher
    Paul Verna
    Principal Analyst
    Karin von Abrams
    Principal Analyst
    Debra Aho Williamson
    Principal Analyst

    "Behind the Numbers" Podcast