UK mobile advertising spending forecast to reach £7.1B, or 47.5% of the market, in 2014, overtaking for the first time newspaper advertising revenue, which is forecast to decrease 4.5% year-over-year to £2.1B, or 13.8% market share

Aimee Bellah

March 11, 2014 (Guardian Web) – UK mobile advertising spend is forecast to top £2bn and overtake newspaper ad revenue for the first time in 2014, according to new research.

Total digital media advertising spend is predicted to increase from £6.3bn in 2013 (44.3% market share) to £7.1bn this year (47.5% market share), according to the latest forecast from eMarketer published on Monday.

The estimated figures reveal that advertising in newspapers (national and regional) will fall from £2.2bn in 2013 (15.3% market share of media) to £2.1bn in 2014 (13.8% market share), marking the steepest drop in market share across all media categories between 2013 and 2014.

Newspapers will be eclipsed by UK mobile ad spend for the first time, according to eMarketer. Mobile ad spend is forecast to increase from £1.9bn last year to £2.3bn in 2014.

By 2017, UK advertising spend on newspapers is predicted to have fallen to just £1.9bn (11.2% market share).

The TV advertising market is predicted to increase from £3.6bn to £3.7bn between 2013 and 2014, though its market share will dip from 25.6% to 24.7%.

By 2017, UK advertising spend on TV will nudge up to £3.8bn, which will represent a 22.5% market share of the media market.

According to eMarketer, advertising spend on digital will continue to soar between now and 2017.

By 2017, advertising spend on digital will reach £9bn (53.8% market share).

All other categories of media – magazines, radio and outdoor – are forecast to lose market share between 2013 and 2014.

Advertising spend on radio is estimated to increase from £318m (2.3% market share) to £324m (2.2% market share) between 2013 and 2014. By 2017, advertising spend on radio will be £328m (1.9% market share).

Advertising spend on outdoor will grow from £990m to £1bn between 2013 and 2014, although its overall market share will fall from 7% to 6.9%. Outdoor advertising spend will remain at the £1bn figure in 2017, though its market share will have dropped to 6.5%.

Magazine advertising spend in the UK will fall from £785m (5.5%) to £746m (5%) between 2013 and 2014. By 2017 advertising spend on magazine will have fallen to £696m (4.1%).

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