More than half of all adspend in the UK will be spent on digital media in 2015, making it the first country in the world where the majority of adspend goes on digital, according to the latest data from GroupM. The media buying arm of WPP said in its “This Year, Next Year: UK Media and Marketing Forecasts” report that total UK adspend is expected to grow 6.3% to £14.9bn this year, rising another 5.7% to £15.7bn in 2015. Within the 2015 total, digital adspend is forecast to break through the £8bn mark to £8.1bn, a rise of 13% on 2014 when online spend is expected to be £7.1bn. Those countries that are most likely to follow the UK’s digital lead in 2015 are Sweden, where 47% of total adspend will be digital, Denmark (43%), Australia (42%) and Norway (40%), the Guardian reported.
