Google and Facebook account for 54% of the UK online advertising market

Google and Facebook will continue to dominate the UK online advertising market for years to come, according to eMarketer's latest forecasts for UK online advertising spending. Together, the two technology companies will account for more than half (54 per cent) of UK online advertising revenue in 2017, totalling 6.3 billion pounds ($8.5 billion).

Google will continue to be the UK's largest advertising publisher, with total UK online advertising revenue of 4.43 billion pounds ($5.98 billion) in 2017, accounting for 38.8 percent of total UK online advertising spending this year. Google's UK online advertising revenue will reach 5.1 billion pounds ($6.88 billion) in 2019.

Facebook's UK online advertising revenue is expected to reach 1.88 billion pounds ($2.52 billion) this year. Thanks to Instagram's success and further investment in video, Facebook's advertising revenue is expected to continue to grow through 2019. By then, Facebook will account for 18.3 per cent of the UK online advertising market, amounting to 2.57 billion pounds ($3.47 billion).

eMarketer forecasts that UK online advertising spending will reach 11.44 billion pounds ($15.44 billion) in 2017, up 11.0 percent from 2016. Mobile continues to drive growth in online advertising spending. Mobile advertising spending in the UK is expected to grow by 27.4 per cent this year, accounting for 36.6 per cent of uk online advertising spending. Among mobile ads, video was the fastest-growing type, with spending up 47.7 percent.