Social Media Advertising in The United Kingdom

Social media advertising in the
United Kingdom
Social media advertising in the United Kingdom
Table of Contents
Overview
06 Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by format
07 Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by device
08 Digital Market Outlook: display advertising revenue in the UK 2016-2022, by industry
Revenue
10 Digital Market Outlook: social media ad revenue in the UK 2016-2022
11 Digital Market Outlook: social media ad revenue in the UK 2016-2022, by device
12 Digital Market Outlook: social media advertising revenue change in the UK 2017-2022
13 Digital Market Outlook: social media ad revenue change UK 2017-2021, by device
14 Digital Market Outlook: social media ad revenue per internet user UK 2016-2022
15 Digital Market Outlook: SM ad revenue per internet user UK 2016-2022, by device
16 Digital Market Outlook: social media ad revenue as a share of GDP in the UK 2016-2022
17 Digital Market Outlook: SM ad revenue share of UK GDP 2016-2022, by device
Country Comparisons
19 Digital Market Outlook: digital advertising revenue in selected countries 2016
20 Digital Market Outlook: digital advertising revenue in European countries 2018
21 Digital Market Outlook: social media advertising revenue in selected countries 2016
22 Digital Market Outlook: social media advertising revenue in European countries 2018
Overview
Overview 6
Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by format

Digital advertising revenue in the United Kingdom (UK) from 2016 to 2022,
by format (in million U.S. dollars)
Chart Title
Banner Video Search Social media Classifieds
30000
25000
2,285.69
2,251.58
2,211.17 4,492.32
2,163.93 3,851.84
Revenue in million U.S. dollars
20000 3,373.74
2,109.65 3,029.02
9,353.14
9,153.26
2,048.59 2,782.36 8,921.53
15000 1,981.71 8,656.31
2,602.5
8,357.88
2,461.5
8,029.45
7,677.67
10000
2,532.68 2,642.37
2,363.28
2,122.31
1,821.33 5,774.74 6,029.44 6,155.49
5000
5,196.79
1,496.01
4,163.02
1,178.66
3,097.86
2,428.81
0
2016 2017 2018* 2019* 2020* 2021* 2022*
Note: United Kingdom; 2016 and 2017
Further information regarding this statistic can be found on page 24.
Source: Statista (Digital Market Outlook) ID 456257

Overview 7
Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by device

by mobile and desktop (in million U.S. dollars)
Chart Title
Desktop Mobile
30000
25000
13,698.22
12,718.93
11,692.68
10,382.59
20000
8,635.39
6,893.56
15000 5,616.15
10,951.79 11,099.88 11,230.8

10000 10,380.85 10,598.86 10,785.77
10,112.21
5000
0
2016 2017 2018* 2019* 2020* 2021* 2022*

Overview 8
Digital Market Outlook: display advertising revenue in the UK 2016-2022, by industry

Digital display advertising revenue in the United Kingdom (UK) from 2016
to 2022, by industry (in million U.S. dollars)
Chart Title
Retail Automotive Entertainment and media Financial services

Telecommunications Travel FMCG and packaged goods Consumer electronics and computers
Pharma and healthcare Services and other
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
2016 2017 2018* 2019* 2020* 2021* 2022*

Revenue
Revenue 10
Digital Market Outlook: social media ad revenue in the UK 2016-2022

Social media advertising revenue in the United Kingdom (UK) from 2016
to 2022 (in million U.S. dollars)
data
5000
4,492
4500
4000 3,852
3500 3,374
3,029
3000 2,782
2,602
2,461
2500
2000
1500
1000
500
0
2016 2017* 2018* 2019* 2020* 2021* 2022*
Note: United Kingdom; 2016

Revenue 11
Digital Market Outlook: social media ad revenue in the UK 2016-2022, by device

Social media advertising revenue in United Kingdom (UK) from 2016 to
2022, by device (in million U.S. dollars)
Chart Title
Desktop Mobile
5000
4500
3,941
4000
3,299
3500
2,815
3000
2,459
2,196
2500 1,997
1,842
2000
1500
1000
500 620 606 586 570 559 553 551
0
2016 2017* 2018* 2019* 2020* 2021* 2022*

Revenue 12
Digital Market Outlook: social media advertising revenue change in the UK 2017-2022
Social media advertising revenue growth in the United Kingdom (UK)
from 2017 to 2022
data
18.0%
16.6%
16.0%
14.2%
14.0%
12.0% 11.4%
Year-on-year growth
10.0%
8.9%
8.0%
6.9%
5.7%
6.0%
4.0%
2.0%
0.0%
2017* 2018* 2019* 2020* 2021* 2022*

Revenue 13
Digital Market Outlook: social media ad revenue change UK 2017-2021, by device

from 2017 to 2021, by device
Chart Title
Desktop Mobile
25.0%
19.5%
20.0%
17.2%
14.5%
15.0%
12%
Year-on-year growth
10%
10.0% 8.4%
5.0%
-0.3%
0.0% -1%
-2.2% -2%
-3.2% -2.9%
-5.0%
2017 2018* 2019* 2020* 2021* 2022*

Revenue 14
Digital Market Outlook: social media ad revenue per internet user UK 2016-2022
Social media advertising average revenue per internet user in the United
Kingdom (UK) from 2016 to 2022 (in U.S. dollars)
data
90
80
80
69
70
Average revenue per internet user in U.S. dollars
61
60
55
51
50 48
45
40
30
20
10
0
2016 2017* 2018* 2019* 2020* 2021* 2022*

Revenue 15
Digital Market Outlook: SM ad revenue per internet user UK 2016-2022, by device

Kingdom (UK) from 2016 to 2022, by device (in U.S. dollars)
Chart Title
Desktop Mobile
140
125
121
120 115
107
Average revenue per internet user in U.S. dollars
97
100
86
80 74
60
40
15 15 16 16 16 16 16
20
0
2016 2017* 2018* 2019* 2020* 2021* 2022*

Revenue 16
Digital Market Outlook: social media ad revenue as a share of GDP in the UK 2016-2022
Social media advertising revenue as percentage of gross domestic
product (GDP) in the United Kingdom (UK) from 2016 to 2022
data
0.2%
0.19%
0.2%
0.17%
0.2%
0.15%
0.14%
0.1%
0.13% 0.13%
0.1%
Percentage of GDP
0.11%
0.1%
0.1%
0.1%
0.0%
0.0%
0.0%
2016 2017* 2018* 2019* 2020* 2021* 2022*

Revenue 17
Digital Market Outlook: SM ad revenue share of UK GDP 2016-2022, by device

Social media (SM) advertising revenue as percentage of gross domestic
product (GDP) in the United Kingdom (UK) from 2016 to 2022, by device
Chart Title
Desktop Mobile
0.2% 0.17%
0.2%
0.14%
0.1% 0.13%
0.1% 0.11%
Percentage of GDP
0.1% 0.1%
0.1%
0.08%
0.1%
0.1%
0.0% 0.03% 0.03% 0.03% 0.03% 0.03%
0.02% 0.02%
0.0%
0.0%
2016 2017* 2018* 2019* 2020* 2021* 2022*

Country Comparisons
Country Comparisons 19
Digital Market Outlook: digital advertising revenue in selected countries 2016

Digital advertising revenue in selected countries worldwide in 2016 (in
billion U.S. dollars)
data
90
80.18
80
70
60
Revenue in billion U.S. dollars
50
43.9
40
30
20
14.25
8.67
10 6.78
0
United States China United Kingdom Japan Germany
Note: China; Germany; Japan; United Kingdom; United States; 2016

Digital Market Outlook: digital advertising revenue in European countries 2018

Digital advertising revenue in selected countries in Europe in 2018 (in
million U.S. dollars)
data
0 5000 10000 15000 20000 25000
United Kingdom 19,234
Germany 7,717
France 5,563
Italy 2,740
Netherlands 2,088
Spain 1,951
Sweden 1,683
Switzerland 1,304
Norway 1,008
Denmark 971
Belgium 867
Austria 669
Finland 556
Ireland 443
Portugal 180
Note: Austria; Belgium; Denmark; Finland; France; Germany; Ireland; Italy; Netherlands; Norway; Portugal; Spain; Sweden; Switzerland; United Kingdom;
2017; figures are estimates.

Digital Market Outlook: social media advertising revenue in selected countries 2016
Social media advertising revenue in selected countries worldwide in 2016
(in million U.S. dollars)
data
16000
14,818
14000
12000
10000
8000
6000
4000 3,680.2
2000 1,660.4
626.3 567.2
0
United States China United Kingdom Brazil Japan
Note: Brazil; Canada; China; United Kingdom; United States; 2016

Digital Market Outlook: social media advertising revenue in European countries 2018
Social media advertising revenue in selected countries in Europe in 2018
data
0 500 1000 1500 2000 2500 3000
United Kingdom 2,782
Germany 1,029
France 743
Spain 487
Italy 474
Netherlands 396
Sweden 376
Denmark 222
Belgium 160
Finland 158
Switzerland 141
Norway 119
Austria 119
Ireland 105
Portugal 75
Note: Austria; Belgium; Denmark; Finland; France; Germany; Ireland; Italy; Netherlands; Norway; Portugal; Spain; Sweden; Switzerland; United Kingdom;
2017

References
References 24
Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by format

by format (in million U.S. dollars)
Source and methodology information Notes:

* Estimate. Digital Advertising uses the internet to deliver marketing
messages via various formats to internet users. This includes web banners,
Source Statista (Digital Market Outlook) video pre- or mid-rolls, search advertising as well as online classifieds and
advertisements in social networks e.g.Facebook. Revenue is generated by
publishers, advertising agencies, affiliate networks and other participants of
Conducted by Statista the value chain that design, place and track digital ads provided by an
advertiser. Usually the Digital Advertising market is segmented into Desktop
and Mobile Advertising depending on the delivery method. The market
Survey period 2016 and 2017 definition excludes e-mail marketing and audio ads. All figures refer to net
values. Further information on methodology can be found here.
Region United Kingdom
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by Statista (Digital Market Outlook)
Publication date March 2018
Original source Digital Market Outlook
Website URL visit the website

References 25
Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by device

by mobile and desktop (in million U.S. dollars)

values. Further information on methodology can be found here.
Age group n.a.

References 26
Digital Market Outlook: display advertising revenue in the UK 2016-2022, by industry

Digital display advertising revenue in the United Kingdom (UK) from 2016
to 2022, by industry (in million U.S. dollars)

values. Display advertising includes Banner and Video Advertising Revenue
(Desktop & Mobile). Further information on methodology can be found here.
Age group n.a.

References 27
Digital Market Outlook: social media ad revenue in the UK 2016-2022

Social media advertising revenue in the United Kingdom (UK) from 2016
to 2022 (in million U.S. dollars)

* Estimate. Social advertising includes all ad spending generated by online
social networks such as Facebook, Twitter or LinkedIn. This does not include
Source Statista (Digital Market Outlook) revenue generated from membership-subscriptions or premium fees. All
figures refer to net values. Further information on methodology can be found
here.
Conducted by Statista
Survey period 2016
Age group n.a.
Publication date December 2017
Original source Statista Digital Market Outlook

References 28
Digital Market Outlook: social media ad revenue in the UK 2016-2022, by device

Social media advertising revenue in United Kingdom (UK) from 2016 to
2022, by device (in million U.S. dollars)

here.
Survey period 2016
Age group n.a.

References 29
Digital Market Outlook: social media advertising revenue change in the UK 2017-2022
from 2017 to 2022

here.
Survey period 2016
Age group n.a.

References 30
Digital Market Outlook: social media ad revenue change UK 2017-2021, by device

from 2017 to 2021, by device

here.
Survey period 2016
Age group n.a.

References 31
Digital Market Outlook: social media ad revenue per internet user UK 2016-2022
Kingdom (UK) from 2016 to 2022 (in U.S. dollars)

here.
Survey period 2016
Age group n.a.

References 32
Digital Market Outlook: SM ad revenue per internet user UK 2016-2022, by device

Kingdom (UK) from 2016 to 2022, by device (in U.S. dollars)

here.
Survey period 2016
Age group n.a.

References 33
Digital Market Outlook: social media ad revenue as a share of GDP in the UK 2016-2022
Social media advertising revenue as percentage of gross domestic
product (GDP) in the United Kingdom (UK) from 2016 to 2022

here.
Survey period 2017
Age group n.a.

References 34
Digital Market Outlook: SM ad revenue share of UK GDP 2016-2022, by device

Social media (SM) advertising revenue as percentage of gross domestic
product (GDP) in the United Kingdom (UK) from 2016 to 2022, by device

here.
Survey period 2017
Age group n.a.

References 35
Digital Market Outlook: digital advertising revenue in selected countries 2016

Digital advertising revenue in selected countries worldwide in 2016 (in
billion U.S. dollars)

Digital Advertising uses the internet to deliver marketing messages via
various formats to internet users. This includes web banners, video pre- or
Source Statista (Digital Market Outlook) mid-rolls, search advertising as well as online classifieds and advertisements
in social networks e.g.Facebook. Revenue is generated by publishers,
advertising agencies, affiliate networks and other participants of the value
Conducted by Statista chain that design, place and track digital ads provided by an advertiser.
Usually the Digital Advertising market is segmented into Desktop and Mobile
Advertising depending on the delivery method. The market definition excludes
Survey period 2016 e-mail marketing and audio ads. All figures refer to net values. Further
information on methodology can be found here.
Region China; Germany; Japan; United Kingdom; United

States
Age group n.a.
Special characteristics Figures are estimates
Publication date July 2016

References 36
Digital Market Outlook: digital advertising revenue in European countries 2018

Digital advertising revenue in selected countries in Europe in 2018 (in
million U.S. dollars)

Digital Advertising uses the internet to deliver marketing messages via
various formats to internet users. This includes web banners, video pre- or
Source Statista (Digital Market Outlook) mid-rolls, search advertising as well as online classifieds and advertisements
in social networks e.g.Facebook. Revenue is generated by publishers,
advertising agencies, affiliate networks and other participants of the value
Conducted by Statista chain that design, place and track digital ads provided by an advertiser.
Usually the Digital Advertising market is segmented into Desktop and Mobile
Advertising depending on the delivery method. The market definition excludes
Survey period 2017 e-mail marketing and audio ads. All figures refer to net values. Further
information on methodology can be found here.
Region Austria; Belgium; Denmark; Finland; France; Germany;

Ireland; Italy; Netherlands; Norway; Portugal; Spain;
Sweden; Switzerland; United Kingdom
Age group n.a.
Special characteristics figures are estimates.
Publication date April 2018

References 37
Digital Market Outlook: social media advertising revenue in selected countries 2016
Social media advertising revenue in selected countries worldwide in 2016

Social advertising includes all ad spending generated by online social
networks such as Facebook, Twitter or LinkedIn. This does not include
here.
Survey period 2016
Region Brazil; Canada; China; United Kingdom; United States
Age group n.a.
Publication date July 2016

References 38
Digital Market Outlook: social media advertising revenue in European countries 2018
Social media advertising revenue in selected countries in Europe in 2018

Social advertising includes all ad spending generated by online social
networks such as Facebook, Twitter or LinkedIn. This does not include
here.
Survey period 2017
Region Austria; Belgium; Denmark; Finland; France; Germany;

Ireland; Italy; Netherlands; Norway; Portugal; Spain;
Sweden; Switzerland; United Kingdom
Age group n.a.
Publication date April 2018

Social Media Advertising in The United Kingdom

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Social media advertising in the

Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by format

Banner Video Search Social media Classifieds

Note: United Kingdom; 2016 and 2017

Further information regarding this statistic can be found on page 24.

Source: Statista (Digital Market Outlook) ID 456257

Digital Market Outlook: digital advertising revenue in the UK 2016-2022, by device

10,951.79 11,099.88 11,230.8

Note: United Kingdom; 2016 and 2017

Further information regarding this statistic can be found on page 25.

Source: Statista (Digital Market Outlook) ID 456263

Digital Market Outlook: display advertising revenue in the UK 2016-2022, by industry

Retail Automotive Entertainment and media Financial services

Note: United Kingdom; 2016 and 2017

Further information regarding this statistic can be found on page 26.

Source: Statista (Digital Market Outlook) ID 456269

Digital Market Outlook: social media ad revenue in the UK 2016-2022

Note: United Kingdom; 2016

Further information regarding this statistic can be found on page 27.

Source: Statista (Digital Market Outlook) ID 461858

Digital Market Outlook: social media ad revenue in the UK 2016-2022, by device

500 620 606 586 570 559 553 551

Note: United Kingdom; 2016

Further information regarding this statistic can be found on page 28.

Source: Statista (Digital Market Outlook) ID 456276

Note: United Kingdom; 2016

Further information regarding this statistic can be found on page 29.

Source: Statista (Digital Market Outlook) ID 461865

Digital Market Outlook: social media ad revenue change UK 2017-2021, by device

Note: United Kingdom; 2016

Further information regarding this statistic can be found on page 30.

Source: Statista (Digital Market Outlook) ID 461891

Note: United Kingdom; 2016

Further information regarding this statistic can be found on page 31.

Source: Statista (Digital Market Outlook) ID 461897

Digital Market Outlook: SM ad revenue per internet user UK 2016-2022, by device

Note: United Kingdom; 2016

Further information regarding this statistic can be found on page 32.

Source: Statista (Digital Market Outlook) ID 461906

Note: United Kingdom; 2017

Further information regarding this statistic can be found on page 33.

Source: Statista (Digital Market Outlook) ID 461917

Digital Market Outlook: SM ad revenue share of UK GDP 2016-2022, by device

0.0% 0.03% 0.03% 0.03% 0.03% 0.03%

Note: United Kingdom; 2017

Further information regarding this statistic can be found on page 34.

Source: Statista (Digital Market Outlook) ID 461922

Digital Market Outlook: digital advertising revenue in selected countries 2016

Note: China; Germany; Japan; United Kingdom; United States; 2016

Further information regarding this statistic can be found on page 35.

Source: Statista (Digital Market Outlook) ID 459632

Digital Market Outlook: digital advertising revenue in European countries 2018

0 5000 10000 15000 20000 25000

United Kingdom 19,234

Revenue in million U.S. dollars

Further information regarding this statistic can be found on page 36.

Source: Statista (Digital Market Outlook) ID 461924

Note: Brazil; Canada; China; United Kingdom; United States; 2016

Further information regarding this statistic can be found on page 37.

Source: Statista (Digital Market Outlook) ID 459813

0 500 1000 1500 2000 2500 3000

United Kingdom 2,782

Revenue in million U.S. dollars