Digital Adspend HY 2025
UK digital ad spend is forecast to reach £45 billion by 2026, growing by around 10% year-on-year in both 2025 and 2026, according to the IAB UK HY 2025 Digital Adspend Report. The findings highlight the resilience and maturity of the UK’s digital ad industry, with Retail Media and TV+ emerging as key forces shaping its future.
Digital Adspend 2024
The UK’s digital ad market hit £35.53bn in 2024 - up 13% year-on-year - with video display's growth rocketing by 20%, according to IAB UK's latest Digital Adspend report, conducted with MediaSense. Download the full report now for topline takeaways, formats in detail and sector breakdowns.
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.
10 key takeaways
After a topline breakdown of 2024's digital ad spend? Check out the key takeaways from this year's report.
Breakdown by sector
Explore our topline breakdown of 2024's Adspend results with sector specific insights.
Affiliate marketing
The IAB has worked with its Affiliate members to produce a topline spend report for this market specifically.
Share of media 2024
Take a look at our snapshot of UK media using IAB / MediaSense Adspend & AA / WARC data.
Explore 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.
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.