UK advertisers will splash around £8 billion this year on digital advertising, taking over half the total advertising spend, according to Strategy Analytics’s Advertising Forecast.
2015 will see 50.4 percent of ad spend going on mobile and internet advertising, far out-stripping television which takes 24 percent. Print is the next largest at 16 percent.
The news makes the UK the first country where digital takes over half of the ad spend. By comparison, in Western Europe digital accounts for a third of ad spend and around a quarter in the US.
The year-on-year growth in spend of 9.5 percent makes the sector the fastest growing in advertising. Cinema and TV advertising are expected to see growth of 4.8 percent and 3 percent respectively.
Strategy Analytics recently predicted that by year-end 2018, digital advertising will account for 36 percent of total global advertising spend.
"Digital advertising revenues are closing the gap with traditional media as consumers internet usage continues to grow," commented Strategy Analytics analyst Leika Kawasaki in a recent blog.
"In fact in many countries ad spending on traditional platforms such as print (newspaper/magazine) and TV have started to flatten out and in many cases even decline."
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