A forecast by ZenithOptimedia reveals that advertising expenditure in the UK will rise by 5.7% in 2015, with mobile continuing to be a key driver of growth, up 68.4% to £707.1 million during the first half of 2014. Mobile now accounts for 20% of all digital ad spend, compared to 4.2% in 2011.
Programmatic continues to drive growth, and further developments in the mobile and video space via programmatic means it will continue to increase and dominate the digital display space.
This year, outdoor is on course to hit the forecast of 2.4% growth. Digital displays continue to be the main driver of growth and now represent over 25 per cent of total spend. 2015 should see further growth with a General Election in May, which will increase OOH spend.