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Programmatic digital display ad spending will outpace topline digital ad spending. Programmatic channels are prioritized for their flexibility during times of uncertainty because:. Our complete estimates for US programmatic digital display ad spending can be found in this report鈥檚 accompanying spreadsheet. To explore these forecast metrics using our interactive module, click here.

The UK鈥檚 digital ad spending will be constrained by a tough economy. Only travel will see significant growth, but that鈥檚 from a particularly low starting point. Retail digital ad spend will continue to lead in absolute terms.

In terms of these other platforms carrying a lot of the broadcast, and I'm coming at this from a UK angle, again, as I often do, based in the UK as I am, Carina, you mentioned it used to be everything was BBC. Obviously no ad opportunity at all on BBC coverage in the country, but now, Discovery, carrying advertising, this must be a bit of a boon for marketers, right? Carina Perkins (16:52):.

The UK ad market is under as much pressure as it鈥檚 ever faced. But while spending growth will hit a historical low, there are some positive signs for advertisers with experimentation away from the duopoly a very real possibility.

Still, the duopoly鈥檚 share of total digital ad spending will be above 60% in the UK this year. That dominance is more apparent in France, at 69.0%, though Germany will be only a percentage point behind. Google and Meta鈥檚 crown is slipping, though. Across the board, the duopoly鈥檚 share of total digital ad spending will decline through our forecast period. In the UK, its share will dip closer to 50%.

Search spending will rise faster than total digital ad spending. In Western Europe, digital ad spending will increase 8.9% in 2023, per our forecast. Search spending will outpace that at 9.2%. Across Europe search will claim a higher share of digital ad spending in 2023 than in other regions. Meanwhile, spending on retail media networks is surging.