It is estimated that UK advertising expenditure will reach 27.7 billion pounds in 2021, with a year-on-year increase of 18.2% From WARC

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According to the latest report of the Advertising Association / WARC, in 2021, the UK will become the strongest advertising expenditure growth in major European markets at a rate of 18.2%, and the advertising expenditure will reach 27.7 billion pounds this year.

After the unprecedented economic downturn caused by the new crown pandemic, this expenditure growth will reach an all-time high, making up for the £ 1.8 billion reduction in advertising in 2020.

James McDonald, head of WARC data content, said: “in UK advertising, 70% of advertising expenditure is spent on digital advertising. This share has greatly increased last year. At present, only China has exceeded this figure. These forms of advertising will lead to absolute growth in the next few years, especially paid search. People believe that paid search is benefiting from the booming e-commerce market.”

Other points

Search consolidated the online business, and search advertising is expected to increase by 19.7% year-on-year. This shows that the share of e-commerce in the retail industry will continue to maintain. Online display advertising, including social media and online video, will also grow by 17.2% this year.

The most affected media in the new crown pandemic will gain the most benefits, especially Cinemas (up 315.6%) and outdoor (up 29.3%), of which digital media will increase by 43.7%.

However, the impact of the epidemic on expenditure was still reflected in the first quarter. Expenditure in the first three months of this year increased by only 0.8% to £ 6.5 billion, slightly lower than the estimated 1.8% in April. However, online advertising has maintained a double-digit growth rate, especially search, online display and broadcast video on demand (bvod).

More reading: WARC: UK advertising expenditure increased by 5.2% in the first half of 2019 WARC: global advertising revenue will reach US $616 billion in 2019 WARC: UK advertising expenditure of £ 10.8 billion in the first half of 2017 WARC: covid-19 reduced global advertising expenditure by US $50 billion WARC: global digital marketing expenditure in 2017 was close to US $100 billion WARC: report on the trend of global advertising industry from 2020 to 2021 WARC: covid-19 Impact report on global advertising investment WARC: marketing tools report in 2020 WARC: global sports sponsorship advertising expenditure of $48 billion in 2020 WARC: global social network advertising reached $17.9 billion in Q1 in 2019 WARC: American traditional TV advertising report in 2019 WARC: global advertising trend survey report in 2018 WARC: Asia Pacific Mobile Marketing report in 2020 WARC: outdoor advertising accounted for the world in 2017 8% WARC of display advertising market: data, customer experience and AI are the focus of marketing work in 2018

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