Internet ad growth is expected to slow down to 11% in the upcoming year.
Digital-first brands will fuel UK ad spend to 6.7% in 2022, even as advertisers are expected to treat Brexit uncertainty as “the new normal”, according to Group M. Continuing the trend of steady growth over the last decade, growth in 2019 is expected to be 7.8%.
While internet advertising is likely to slow down to 11% from 14.9% last year, search and digital display will be up by 12% and 10%, respectively. Out of home (OOH) ad spend is expected to grow at 5%.
Group M’s Brian Wieser said, “The ad intensity [in terms of growth] in the UK is becoming one of the highest on Earth”. The US remains the only other developed advertising market with a similar growth trajectory.
[3 minute read]