Concern as Google and Facebook dominate digital advertising market

Concern as Google and Facebook dominate digital advertising market

Concern as Google and Facebook dominate digital advertising market

Google and Facebook will receive more than half of all money spent on digital advertising in the United Kingdom in 2017, according to forecasts.

The latest snapshot of the United Kingdom digital ad market has reaffirmed the dominance of Google and Facebook with both tech titans combined expected to account for over half of all United Kingdom digital ad revenues by the end of the year.

Google will remain the UK's largest advertising destination: In 2017, the search giant's total United Kingdom digital ad revenues will amount to £4.43 billion ($5.98 billion)-38.8% of overall United Kingdom digital ad spend this year-and rise to £5.10 billion ($6.88 billion) by 2019.

Google remains the largest United Kingdom player: In 2017, the search giant's total digital ad revenues will amount to £4.43 billion and will rise to £5.10 billion by 2019. Mobile continues to drive digital growth, rising by 30.3 per cent this year. Within this, video has seen the most growth, jumping 47.7 per cent.

Traditional media ad spend remains relatively flat, with some declines suggesting that media budgets overall have been dedicating more dollars to support digital activity.

"There have been signs of tough times ahead for the United Kingdom ad industry", eMarketer senior analyst Bill Fisher said, commenting on the latest forecasts.

Facebook is set to remain the second biggest player in the digital ad market, generating £1.87 billion this year rising to £2.57 billion by 2019, driven in part by the growing attractiveness of the photo-sharing website Instagram to advertisers.

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