Digital advertisers in the UK spent £6.4 billion in the first half of 2018, up 15% year-on-year, according to the IAB UK and PwC Digital Adspend report.

When it came to ad formats, display remained as healthy with H1 year-on-year growth of 20%, taking it to £2.3 billion.

Video was identified as a key driver once again with the total spent on the format reaching £967 million, up 20% year-on-year. Meanwhile, non-video display inventory accounted for £1.3 billion of spending in the first six months of 2018.

Search grew 15% to £3.3 billion, leading to 52% of total digital ad spend, whilst classified remained at £726 million.

“With mobile devices accounting for 75% of all UK adults’ time online¹, it is safe to assume smartphone penetration continues to contribute towards the 15% year-on-year growth in digital ad spend reported today,” said Tim Elkington, chief digital officer of IAB UK.

The half-year figures are now reported for combined mobile and desktop ad spend in the UK with the methodology updated accordingly. The institute stated the full year report will continue to provide analysis of formats and ad spend – which is due in April 2019.

“Now in its 22nd year, the IAB and PwC Digital Adspend report remain one of our most important projects, with the twice-yearly announcement of results anticipated by the industry,” commented IAB UK CEO Jon Mew. 

“With today’s half-year announcement of the gross revenue of £6.4 billion and with an impressive year-on-year growth of 15%, it is essential we remain focused not only on building the future for digital advertising but on building a sustainable future,” he continued.