Marketers in the UK will spend £49.70 billion ($65.48 billion) on ads this year, but their platform allocations don’t always reflect time spent considerations. This is because advertisers increasingly want to buy outcomes, not just consumer attention.

Key Question: What do ad spend versus time spent discrepancies mean for UK advertisers?

Key Stat: Social networks’ share of ad spend is more than double the share of time spent with the medium.