eMarketer: Facebook and Google accounted for 68.5% of the UK digital advertising market in 2019

Despite widespread concerns about Brexit and reduced digital ad spending across several industries in the UK, Facebook and Google continue to grow their share of the region’s digital advertising market.

By 2019, the two companies will account for 68.5% of the UK digital advertising market, higher than eMarketer's previous estimate of 63.3%. This proportion is higher than last year's 65.8%; by 2021, Facebook and Google's market share in the UK will reach 70%. This year, Google will receive $8.27 billion from the UK digital advertising market and Facebook will receive $5.16 billion.

Automotive, financial services and consumer packaged goods advertisers have reduced spending due to Brexit, but Facebook and Google have benefited from the uncertainty: brands see them as tried-and-true advertising platforms. The two tech companies have been safe havens, especially for small and medium-sized businesses in the UK. With their influence, advertisers with tight budgets have more confidence in ad spending on the two platforms, which they believe provide good audience measurement statistics and guarantee that there will be no ad traffic fraud.

Facebook leads all other social media platforms in terms of revenue per user (ARPU). This year, Facebook (excluding Instagram) has an ARPU of £83.27 ($111.01), while Instagram, Twitter and Snapchat have ARPUs of £49 ($65.33), £15.85 ($21.13) and £8.22 ($10.96), respectively.

Facebook’s advantage will diminish over the next two years as Instagram’s ARPU continues to grow. eMarketer estimates that Instagram’s ARPU will reach £67.14 ($89.51) in 2020 and grow to £84.35 ($112.45) in 2021.

eMarketer's data also shows that Instagram and Snapchat are monetizing users at a faster rate than Facebook and Twitter, but the latter's ARPU continues to grow as well.

199IT.com Originally compiled from: eMarketer. Please do not reprint without authorization