With a 156% bounceback, magazine websites led the way for UK ad recovery in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 11, 2022, 6:48 AM GMT+0

Despite brands focussing on reader revenue, ads have continued to draw in major revenues for a majority of publishers.

UK ad spending in 2021 grew to beat pre-pandemic levels. Online advertising at magazine brands recorded a 156% growth in Q2 2021 compared to Q2 2020. Similarly, digital ad spend at magazine brands was up 78% last year. Total ad spend at magazine brands grew by 92% in Q2 2021.

According to media intelligence firm Magna, UK and China ad markets are expected to record the largest gains this year, at 17% and 16% respectively. The US ad market is projected to witness the strongest growth in four decades, with a 15% growth forecast.

Out of the projected $200 billion overall digital ad spend in the US market this year, Google, Facebook and Amazon are expected to claim 64%. But in 2023, while Google might lose its share, Facebook will hold ground and Amazon’s share will continue to grow steadily.

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