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    Mobile driving UK ad spend growth

    Mobile ad spending in the UK continues to show strong growth and is expected to rise 35% this year to £4.58 billion, accounting for 27.0% of UK total media ad spend.  That’s a higher figure than eMarketer forecast last year and marks the first time that that mobile has overtaken TV ad spend. In 2016 eMarketer projects that TV spend will reach £4.18 billion, or 24.6% of total media ad spend.

    Digital spend will continue to take the largest slice of the overall media market-in 2016 it is forecast to hold a 53.1% share, which is expected to rise to 60.0% by 2020. Within the print sector, ad spend in both newspapers and magazines is predicted to decline. In 2016 newspapers will account for 10.0% of the overall ad share-down from 11.1% in 2015. Magazines will hold a 3.9% share this year, down from 4.3% last year.

    “Ad spend tends to follow eyeballs, to a degree, and with mobile time accounting for an ever greater proportion of the average UK consumer’s media day, it’s little wonder that mobile ad spend has hit this milestone and is driving the digital total,” said eMarketer analyst Bill Fisher.

    Mobile ad spending will also surpass desktop spend for the first time in 2016. While mobile had already exceeded display spend within desktop, in 2016 it will also beat desktop search spend. As mobile’s share of ad spend is forecast continues on a strong growth trajectory, desktop’s portion is expected to slowly decline. By 2020 desktop spend is projected to be £3.17 billion compared with mobile’s £8.99 billion.

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