This is a quick classification that I did of the websites that spend the most on UK paid search in 2016.
| Company | What they do | Spend |
|---|---|---|
| Amazon | Retailer | 35M |
| Booking | Travel | 26M |
| GiffGaff | Telco | 26M |
| Just Eat | Food delivery | 21M |
| Asos | Fashion retailer | 19M |
| MoneySupermarket | Comparison website | 16M |
| OnTheBeach | Comparison website (Travel) | 15M |
| WilliamHill | Gambling | 15M |
| BT | Telco | 15M |
| JDSport | Fashion retailer | 15M |
| Sky | Telco | 15M |
| PaddyPower | Gambling | 15M |
| Trivago | Comparison website (Travel) | 15M |
| Expedia | Travel | 14M |
| Virgin Media | Telco | 12M |
| Boots | Retailer | 12M |
| John Lewis | Retailer | 12M |
| Airbnb | Travel | 12M |
| GoCompare | Comparison website | 21M |
| Asda | Retailer | 11M |
I personally think that the Comparison shopping websites segment will be the fastests growing in the next years. Let’s see :)