eMarketer’s forecast for UK digital ad spend will total £11.44bn in 2017. That figure is an improvement by 11% from last year’s ad spend total. As in previous years, mobile is the main driver of digital ad investment. Mobile ad spend is set to rise by 27.4% this year, taking a 36.6% share of total UK digital ad spend. Within mobile, video will see the greatest growth, increasing by 47.7%, while traditional media ad spend in the UK flat lines.