UK mobile advertising revenue is forecast to overtake newspaper ad revenue in the UK in 2014 for the first time, according to new research.
The study, from eMarketer, indicates that mobile ad spend will rise from £1.9m in 2013 to £2.3bn in 2014.
In contrast, advertising in national and regional newspapers is expected to fall from £2.2bn last year to £2.1bn this year,
According to the report, UK advertising spend on newspapers is predicted to fall further to £1.9bn in 2017 (11.2 per cent market share).
Total digital media advertising spend is predicted to increase from £6.3bn in 2013 (44.3% market share) to £7.1bn this year (47.5% market share).
The estimated figures reveal that advertising in newspapers (national and regional) will fall from £2.2bn in 2013 (15.3% market share of media) to £2.1bn in 2014 (13.8% market share), marking the steepest drop in market share across all media categories between 2013 and 2014.
In contrast, digital advertising spend overall is expected to reach £9bn and cover 53.8 per cent of the market by 2017.
TV market share to dip
TV advertising spend is expected to increase from £3.6bn to £3.7bn this year, although its market share is predicted to fall slightly from 25.6 per cent to 24.7 per cent. By 2017, TV ad spend is predicted to increase to £3.8bn but see its market share fall further to 22.5 per cent.
Magazines, outdoor and radio continue decline
The research predicted that advertising spend in magazines, radio and outdoor media will all lose market share between now and 2017.
All other categories of media – magazines, radio and outdoor – are forecast to lose market share between 2013 and 2014.
Advertising spend on radio is estimated to increase from £318m (2.3% market share) to £324m (2.2% market share) between 2013 and 2014. By 2017, advertising spend on radio will be £328m (1.9% market share).
Advertising spend on outdoor will grow from £990m to £1bn between 2013 and 2014, although its overall market share will fall from 7% to 6.9%. Outdoor advertising spend will remain at the £1bn figure in 2017, though its market share will have dropped to 6.5%.
Magazine advertising spend in the UK will fall from £785m (5.5%) to £746m (5%) between 2013 and 2014. By 2017 advertising spend on magazine will have fallen to £696m (4.1%).
eMarketer goes on to predict that continued growth in the mobile channel is driving the bulk of digital ad growth in the UK. The firm estimates that mobile will account for nearly one-third of all digital ad spending this year, with this figure rising to more than half by 2016.