IAB Digital Adspend

The official measure of the size of the UK digital advertising market

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Latest Adspend results

Digital Adspend H1 2022

Our latest Adspend findings, produced with PwC, show the UK digital ad market grew 15% year-on-year with £12.5bn spent on digital ads in H1 2022. Mobile continues to account for the majority share of the market (57%), though non-mobile grew more significantly,up 38% year-on-year. Dive into the report now for a further breakdown of the findings.

£23.47bn market

Digital Adspend 2021 - Full results

The latest IAB UK and PwC Digital Adspend study looks at digital advertising spend for 2021. 

The study shows that the digital advertising market grew by 41% last year to a total of £23.5 billion. 

IAB UK members can log in to download the full report for topline takeaways, formats in detail and sector breakdowns. Members can also use our Adspend Analyser tool, updated with the 2021 study's figures to get specific data and create insightful charts.

Digital ad spend soars 41% to hit record high in 2021

Read more about the results from our 2021 Digital Adspend report, including comments from IAB UK CEO, Jon Mew.

Video demonstration of the adspend analyser

Explore 2021's Digital Adspend results

With this tool, IAB UK members have the flexibility to build charts using over 20 years of Adspend data. Compare formats, devices, environments and more across the years to get the data most helpful for you and your clients.

Adspend report contributors

Members that have contributed to this year’s Digital Adspend study

JPI Media Publishing

Extra reading

Understanding the market via our Adspend report is an integral part of our work at the IAB. Here are some extra resources to help you dive deeper into the numbers.

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Share of media H1 2022

Take a look at our snapshot of UK media using IAB / PwC Adspend & AA / WARC data.

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7 things you need to know

After a topline breakdown of 2021's digital ad spend? Check out the key takeaways from this year's report.

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Breakdown by sector

Explore our topline breakdown of 2021's Adspend results with sector specific insights.

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Affiliate Marketing

The IAB has worked with its Affiliate members to produce a topline spend report for this market specifically.

Jon Mew on this year's Adspend results

"Our industry is at a crucial moment and what we do next will significantly define the future of the online ecosystem." - Hear our CEO Jon Mew's take on this years results.

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About Adspend

The annual Adspend research is the official measure of the size of the UK digital advertising market and has been the official figure used by the Advertising Association since 1997. The research is a census of UK media owners and intermediaries and covers desktop, tablet and mobile spend. The full report, plus access to our Adspend Analyser tool, provided for free to IAB UK members, breaks down the data by Category (display, search, classifieds), Format (banners, video, native etc), Environment, and Industry Sector.

Adspend Advisory Board

The board that oversees the submission of adspend

dentsu
enders
groupm
Havas media
Mediabrands
OMG
Publicis
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pwc
wavemaker

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.