Value of digital advertising to consumers and SMEs in the UK by region

Jun 24th '24

This data draws on two IAB UK studies based on economic modelling, data analysis, and consumer opinion, gathered from over 2000 adults and a survey of over 800 SMEs: 


  • IAB UK’s ‘The Digital Dividend’ research, conducted by policy consultancy Public First. This measured and quantified the value of digital advertising to the UK economy, its businesses its and people for the first time
  • IAB UK’s Powering Up study with SMEs, conducted by MTM on behalf of the IAB, looking into how small businesses use digital advertising in the UK and what support and help they would find useful to get the most from it. This informed the development of our digital advertising toolkit for SMEs.


Value of digital advertising



Value to consumers

Value to SMEs

Average annual household savings from accessing digital ad-supported online services for free

The total value consumers place on digital ad-supported free online services

Percentage of SMEs using paid-for digital advertising who say that it is important to the success of their business

East of England




East Midlands








North East



Insufficient sample size

Northern Ireland



Insufficient sample size

North West








South East




South West








West Midlands




Yorkshire and Humber









*This data is based on a slightly different regional definition due to differences between the two underlying studies.


Source: Internet Advertising Bureau (IAB UK)


About the IAB

IAB UK unites the digital advertising industry to champion innovation, set shared standards and make the complex simple by bringing together over 1,200 members from publishers, ad tech providers, agencies and brands. Learn more, here.


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