Ad spend on mobile could represent over a third of all media ad spend in the UK this year, according to a forecast by eMarketer. According to the study, it is expected that 36% of all spend will go towards mobile advertising, equalling around £7 billion. All digital advertising in the country will also increase, accounting for nearly 60% of all media ad spend. Similarly, mobile advertising is looking to become the leading spending channel in China, after it was forecast to account for 60% of the country's entire ad budget by 2021. On the whole, digital advertising budgets are expected to increase by 27% in China this year, to be worth more than 50 billion US dollars. According to eMarketer's Cindy Liu, this is due to “publishers continuing to introduce new and innovative ad formats” to the mobile world.