Market Insights Advertising & Media Advertising TV & Video Advertising

Digital Video Advertising - United Kingdom

United Kingdom

Ad spending in the Digital Video Advertising market in the United Kingdom is forecasted to reach €8.79bn in 2024.
The anticipated annual growth rate (CAGR 2024-2029) of 2.47% is expected to lead to a market volume of €9.93bn by 2029.
With a projected market volume of €77,350.00m in 2024, the majority of revenue is predicted to be generated the United States.
In the Digital Video Advertising market, 84.91% of total ad spending is projected to come from mobile in 2029.
The estimated average ad spending per internet user in the Digital Video Advertising market is set to be €142.40 in 2024.
Connected TV ad spending in the Digital Video Advertising market is slated to reach €0.85bn in 2024.
Connected TV is forecasted to exhibit an annual growth rate (CAGR 2024-2029) of 4.91%, resulting in a projected market volume of €1.08bn by 2029.
Ad spending on short-form videos in the Digital Video Advertising market is expected to reach €4.19bn in 2024, with an anticipated annual growth rate (CAGR 2024-2029) of 7.59%, leading to a projected market volume of €6.04bn by 2029.
The United Kingdom's Digital Video Advertising market is seeing a shift towards programmatic buying, enabling targeted and personalized ad campaigns for higher engagement.

Key regions: United Kingdom, Australia, Japan, Germany, India

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Analyst Opinion

The Digital Video Advertising market in United Kingdom has been experiencing significant growth in recent years.

Customer preferences: Customers in the United Kingdom have shown a strong preference for digital video advertising due to its ability to deliver engaging and interactive content. The rise of social media platforms and streaming services has also contributed to the increased demand for digital video advertising, as these platforms provide a convenient way for consumers to access video content. Additionally, the use of mobile devices has become increasingly popular in the United Kingdom, leading to a higher demand for mobile video advertising.

Trends in the market: One of the key trends in the Digital Video Advertising market in United Kingdom is the shift towards programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized content, resulting in more effective and efficient campaigns. This trend is driven by advancements in technology and data analytics, which enable advertisers to better understand their target audience and deliver relevant advertisements. Another trend in the market is the increasing popularity of video-on-demand services, such as Netflix and Amazon Prime Video. These platforms provide advertisers with new opportunities to reach their target audience through video advertising.

Local special circumstances: The United Kingdom has a highly developed digital infrastructure, which has contributed to the growth of the Digital Video Advertising market. High internet penetration rates and widespread access to high-speed broadband have made it easier for consumers to access video content online. Additionally, the United Kingdom has a large and diverse media industry, with a wide range of digital platforms and publishers. This has created a competitive market for digital video advertising, with advertisers having a variety of options to choose from.

Underlying macroeconomic factors: The growth of the Digital Video Advertising market in United Kingdom is also influenced by underlying macroeconomic factors. The United Kingdom has a strong economy and a high level of consumer spending, which has created a favorable environment for advertisers. Additionally, the United Kingdom has a large population and a high level of urbanization, which provides a large and concentrated audience for advertisers to target. The United Kingdom is also a global hub for advertising and media companies, attracting investment and talent from around the world. This has contributed to the development of innovative and creative digital video advertising campaigns in the country. In conclusion, the Digital Video Advertising market in United Kingdom is experiencing significant growth due to customer preferences for engaging and interactive content, the shift towards programmatic advertising, and the increasing popularity of video-on-demand services. The country's highly developed digital infrastructure, competitive media industry, strong economy, and large population are also contributing factors to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.