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The Digital Deluge: Third of UK Ad Spend Will Go Mobile in 2017According to the latest eMarketer report on UK mobile ad spending, the total spend will reach nearly $9.45 billion in 2017.

That would constitute more than a third (36.6 percent) of UK media ad investment, the ad spending forecast reveals.

“Overall digital ad spend will grow 11.0 percent in 2017 to £10.89 billion ($14.70 billion), accounting for 57.9 percent of total media ad spend,” notes the report. “With investment anticipated to surge by 27.4 percent, mobile will drive much of this growth as marketers pursue increasingly smartphone-focused consumers.”

And the trend will continue. The report notes that further gains in mobile ad spending are expected moving forward, with annual outlays potentially surging to £12 billion ($16.20 billion) by 2021.

Notably, Google will garner the largest share of UK digital ad revenues in 2017, amassing 40.7 percent, followed by Facebook, which will take a 16.4 percent slice, eMarketer contends.

“Google still attracts the lion’s share of digital ad spend in the UK,” said eMarketer’s UK senior analyst Bill Fisher. “However, Facebook is seeing strong growth thanks to investments in video and a stellar performance from Instagram.”

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