Retail Ad Spend in the U.K. Climbed 35% to $870 Million in 2021
While retail advertising took a hit in early 2020 at the start of the COVID-19 pandemic, ad spend has fully bounced back and reached new heights in 2021. Our new State of Retail Advertising report, available now as a free download, looks at how top retailers in the United Kingdom are adjusting their ad spend and creative strategies in such a competitive and ever-evolving market.
Retailers Have Shifted Investment to Facebook and Video Ads
Outside of a small dip at the start of the pandemic, investment in Retail advertising has grown steadily in recent years. In 2021, retail advertisers spent $870 million, an increase of nearly $300 million (51 percent) compared to 2019, and up 35 percent compared to 2020.
In January and February of 2022, ad spending on Facebook accounted for more than 80 percent of Retail’s total ad spending in the U.K. Facebook was the biggest recipient of the additional ad spend since 2019, while video ads on desktop and mobile have also seen higher spend in recent quarters. As a result, video ad spend has surpassed display ad spend each quarter since Q4 2020.
Download the Report to Discover the Latest Retail Ads Trends
Get the full The State of Retail Advertising in the U.K. report on the latest advertising trends, including:
- An overview of U.K. ad spending trends and the top advertisers in Retail
- Key trends for Online Marketplace and Sportswear retailers
- A breakdown of ad spend by device
- Recent creative strategies from top advertisers in the sector
- Plus much more
Want more insights into the Retail category? With Pathmatics, view spend, impressions, creatives, and much more across social, video, OTT, mobile, and display. Request a demo today!
After earning her BS in Statistics, Yuwen had 3 years of experience in marketing & purchasing strategy analysis. She then made the transition to the digital advertising industry in 2021 and has been focusing on digital ad analysis, competitors’ comparison analysis.