The UK digital advertising market grew 13% to £21.2 billion in the first half of 2026, with video and TV+ formats showing significant growth. The report highlights that programmatic trading now accounts for 81% of the market, while advertisers continue to prioritize accountability and measurement amid economic uncertainty.
The double-digit expansion in the UK market indicates that digital budgets are resilient despite 70% of advertisers citing economic uncertainty as a primary challenge. The 22% growth in TV+ formats suggests that premium streaming environments are successfully capturing budgets previously reserved for linear or broader display categories. As programmatic trading reaches 81% market saturation, the industry is shifting toward high-accountability models that prioritize measurable business outcomes over simple reach. This trend forces streaming platforms to refine their measurement stacks to compete for the £50 billion total spend projected for 2027. Watch for whether retail media's 32% growth rate begins to cannibalize traditional video budgets as platforms integrate commerce features.
UK digital ad spend grew 13% to £21.2 billion in the first half of 2026, driven by an 18% increase in video formats. This growth highlights the resilience of digital budgets despite economic uncertainty. The 22% surge in TV+ formats demonstrates that premium streaming environments are successfully capturing significant advertising investment.
The total UK digital ad spend reached £21.2 billion in the first half of 2026, representing a 13% growth.
Video formats increased by 18% to reach a total of £5.1 billion.
Programmatic trading now accounts for 81% of the total market, an increase from 78% in the previous year.
Online retail media was the fastest-growing category, jumping 32% to reach £2 billion in H1 2026.
Economic uncertainty remains the top concern for 70% of advertisers, outpacing challenges related to AI and measurement.
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