Industry experts react to the Q4 2024 IPA Bellwether Report, as UK marketing budgets returned to growth having stalled in the previous quarter over Autumn Budget uncertainty.
Lucy Bristowe, CEO, UK and Western Europe, Kantar Media
“Through a period of political and economic change it’s encouraging to see the advertising world double down on what really matters: connecting with people. With bigger budgets for events and direct marketing, brands are showing that they are serious about meeting customers where they are, face-to-face and on their own terms, while also using AI and technology to drive personalisation across digital channels.
“Creating real connections with consumers takes more than just smart tactics and technology. It requires a deep talent pool to help gather and analyse the right data, translate it into actionable insight, and then execute impactful campaigns. The focus must be on nurturing this talent to successfully find and track new audiences while keeping close to existing ones. As hyper-personalisation becomes the new normal, we expect to see brands leading the pack in 2025 when they have the tactics, tech, and talent to truly connect with their audiences.”
Justin Reid, Senior Director of Global Partnerships Solutions, Tripadvisor
“The latest IPA Bellwether report shows an expected rise in marketing budgets for 2025/26, offering brands a unique opportunity to think beyond short-term strategies and embrace fresh, innovative approaches. Now is the time for brands to be proactive by tapping into new audiences, driving cross-sector engagement, and creating impactful campaigns that stand out in a competitive landscape.
“As the events sector has seen a sharp increase in marketing spend over the last quarter, there is an exciting opportunity to engage audiences in immersive, real-time experiences that leave lasting impressions. Whether through live event activations or strategic partnerships, marketers can capitalise on the energy and enthusiasm generated, ensuring their brand stays top of mind long after an event ends.
“More than anything, this report has made it clear that as marketing budgets continue to rise, brands must rethink their engagement strategies. The brands that will succeed in 2025 and beyond will be those who embrace the potential of innovative experiences that captivate audiences in unique and memorable ways.”
Lauren Maynard, Global Chief Growth Officer, FutureBrand
“With overall marketing budget growth being modest, tough choices are unavoidable. Businesses are prioritising investment areas that offer clear and tangible ROI. Marketers are directing more investment into brand design, a tangible asset for boards, and customer experience (CX), which offers a direct link to sales. Careful, considered innovation will require leaders to continue drilling down into their brand and identify the key attributes that separate them from the competition, as brand will prove a top-down lever for business growth.
“A strong brand is not only clear and consistent; it must be adopted at every level of a business from leadership down. Moving forward, this remains essential for delivering consistent messaging across multimedia touchpoints, particularly as AI-powered technologies like search will expose brand weaknesses and inconsistencies. This type of tech disruption necessitates disciplined brand investments to maintain clarity and differentiation.”
Ed Wale, VP, International, LG Ad Solutions
“It’s surprising to see video spend pull back somewhat in the last quarter of 2024, especially considering what a standout year it was for TV and video overall. Notably, research indicates that connected TV (CTV) spend is projected to nearly double by 2028, while viewers in the UK now have access to approximately 650 FAST (free ad-supported streaming television) channels. This underscores the continued growth of both mediums and their role in reshaping video marketing by offering scalable and performance-driven opportunities.
“I would be very surprised if this Q4 observation is not a one-off anomaly. We expect 2025 expenditures on streaming formats to reach record highs. Video advertising remains a powerhouse, providing unparalleled opportunities for storytelling and audience engagement. In 2025, advancements in AI-powered ad placements, real-time data-driven targeting, and interactive video formats are set to reignite investment. With Smart TVs functioning as digital hubs in households, the home screen offers brands a unique opportunity to connect with audiences in true discovery mode, driving both brand-building and measurable ROI. This reinforces the critical role of video in modern marketing strategies.”
Oliver Lewis, CEO and Founder, The Fifth
“Despite a dip in traditional media budgets, the significant rise in event marketing signals a major shift toward brand-building through immersive experiences in 2025. Marketers are tapping into world-building and physical touchpoints, most likely inspired by Hollywood’s success with immersive campaigns like Barbie and Wicked, to break free from digital saturation and offer deeper, more engaging interactions.
“The impending launch of ‘Netflix House’ is a prime example, blending entertainment, retail, and food to create an all-encompassing, participatory experience that proves brands can be as immersive as the stories they tell. With creators helping to drive this trend, their role in experiential marketing will only expand, unlocking new levels of innovation and consumer engagement for 2025.”
Anna Forbes, Regional Vice President, Northern Europe, DoubleVerify
“The latest IPA Bellwether reveals that brands are increasingly leveraging AI to streamline workflows and accelerate tailored marketing, marking a positive development. Brands that incorporate AI for custom bidding algorithms will achieve greater efficiency, creative freedom and improved campaign optimisation, leading to higher returns on investment. By harnessing signals such as media quality, attention and contextual relevance, this approach maximises engagement and delivers business outcomes.”
Chris Ashton-Green, CEO and Founder, Regit
“It’s encouraging to see marketing budgets starting to rebound, but the stubborn pressure on brands to prove ROI, as reflected in the IPA report, shows no signs of easing. This is where first-party data partnerships really prove their worth. In our case, using vehicle data to target motorists based on their ownership lifecycle has driven hyper-personalised campaigns with the biggest returns – and the same applies across other industries.
“To achieve the best ROI, brands must pair first-party data with a multi-channel strategy. It’s about meeting consumers where they are, across multiple touchpoints. Brands that harness first-party data within a smart, multi-channel approach are the ones making every marketing pound work harder.”
Julie Selman, SVP, Head of EMEA, Magnite
“The decline of video in the Q4 2024 IPA Bellwether report is unexpected, especially after such strong figures earlier in the year. This shift underscores the volatility of today’s media landscape, where macroeconomic pressures and evolving consumer habits continue to reshape budgets.
“However, there’s every reason to be optimistic about video’s role in 2025. The rise of live events, including sports, on streaming platforms is a particularly exciting development, offering advertisers new opportunities to engage highly captivated audiences in real time. As streaming channels continue to invest heavily in premium live content, video’s ability to deliver both reach and engagement will be amplified. With advances in personalisation and cross-channel opportunities in digital advertising, marketers are well-positioned to unlock even greater value from their streaming video strategies.”
Maor Sadra, CEO and Co-founder, Incrmntal
“Alarm bells have started ringing because advertising budgets are down, but maybe marketing teams are simply learning how to allocate budgets more effectively and cut spend on channels that are not delivering.
“Online advertising is the go-to, tried and tested medium for brands, so it’s no surprise that spend here is up. Yet that doesn’t mean that online ads always drive the best ROI. We’re seeing a lot of success around podcast advertising and on a lesser but still significant scale, DOOH ads. Brands have been reluctant to assign any serious budget to these channels as to date, it’s been hard to measure the success of campaigns here.
“However, that’s beginning to change thanks to incremental measurement solutions that can accurately measure the success of advertising tactics across all channels online and ‘offline.’ In 2025, the hope is that all marketing teams will acquire the tools to effectively analyse campaigns and as a result, we’ll see revised budgets that prioritise the channels that are truly delivering rather than those that are a safe bet.”
Aleksandra Drozda, Head of Sales Development and Efficiency, RTB House
“The Q4 2024 IPA Bellwether report highlights the shifting priorities within the marketing industry. Increased budgets for direct marketing reflect an increased emphasis on personalised and measurable campaigns, which aligns with marketers implementing programmatic and AI-driven advertising solutions. Leveraging technologies such as advanced Deep Learning, brands can create highly targeted campaigns while maximising their engagement and ROI.
“The decline in main media budgets signals a move away from traditional channels towards digital-first. This will present an opportunity for marketers to utilise scalable, performance-focused strategies to achieve measurable results in a cost-efficient manner. With challenges such as rising costs, solutions that make marketing investments work harder are key. By integrating AI and especially Deep Learning into their strategies, marketers can ensure that campaigns remain both effective and efficient, positioning brands for success as budgets rebound in the coming year.”
Wander Bruijel, Chief Strategy Officer, Born Ugly
“What’s clear from the IPA Bellwether Report Q4 is that marketers are prioritising their short-term needs over long term ones. Let’s not dismiss short term marketing: it has its place, especially in tough times. But it’s only effective if it really connects with people.
“The increase in direct marketing and personalisation is great in theory, but if the creative isn’t strong or doesn’t stand out, it’s just money wasted. The key is making sure even those quick wins are distinctive and memorable.
“At the same time, businesses need to find a way to balance these efforts with longer-term brand building. If they don’t, they’re going to find themselves stuck in a constant cycle of chasing immediate results without ever building a strong foundation for the future.
“Essentially, they’re running the risk of sending their short-term marketing spend straight into the bin.”
Elizabeth Brennan, GM Advertiser, Permutive
“Despite broader economic challenges, there is much to be optimistic about as we look ahead to 2025. It is unsurprising that brands are being cautious this quarter, but with strong budget revisions for digital advertising expected throughout 2025 and 2026, this is the moment for the industry to prioritise durable advertising strategies.
“This isn’t simple, though, as the current state of the advertising ecosystem continues to look uncertain. Reach has collapsed, plus cookies are almost non-existent and likely to further deplete following Google’s user choice update, so brands must be innovative. To overcome these challenges and reach the right audiences, they must make planning and buying decisions based on strong first-party data, and publishers need to be on hand to provide it.
“Given the decreased spending on media brands, it’s time for publishers to take control of their data and start utilising it effectively. Now is the moment to place curated privacy-forward signals at the core of programmatic transactions and embrace the power of strong collaboration. In doing so, brands and publishers can expect to see increased demand and higher revenue, ensuring long-term success across the board.”
Kim Berkin, Managing Director, Charlie Oscar
“The cautious picture painted in the report contrasts with what we’re seeing from client spending. While the report highlights renewed optimism for 2025/26, with increased budgets planned across categories like direct marketing and events, it also reflects a broader confidence in marketing’s ability to drive growth, even in challenging conditions.
“Despite cuts to main media budgets, some of our clients are bucking the trend by doubling down on channels that balance performance with brand-building. We’re seeing increased investment in digital-first and creator-led campaigns that deliver measurable ROI, reflecting the ongoing trend of leveraging creators to build authentic connections and drive business growth.
“At the same time, the report highlights the critical need for marketers to prioritise robust measurement frameworks. With tighter budgets, demonstrating long-term value beyond last-click attribution is essential. As we head into 2025, it’s encouraging to see businesses adopting strategies that balance immediate results with sustained brand growth.”
Patrick Reynolds, CMO, BlueConic
“When times get tough and uncertainty looms, Job One for marketers is to solidify trust. People embrace stability during times of instability. Trust begins with a certainty that the other party ‘gets us.’ Data plays a central role in this process. It’s not meant to be collected to be stored, but actively used to drive meaningful connections. It’s the beating heart of the best and most loved and trusted brands.
“This approach aligns with the cautious optimism seen in the latest IPA Bellwether Report, which highlights growth in marketing budgets even amid economic uncertainty. In times like these, showing customers that you understand them can nurture trust and long-term loyalty. Demonstrate this by:
- Recognising customers across all touchpoints, no matter where or how they engage with your brand
- Rewarding loyal customers with personalised offers and experiences that map to their value
- Recommending journeys powered by data that benefit both you and your customer– there’s no room for games”
Alex Pym, CEO, Acxiom
“As we head into 2025, an increase in marketing budgets is an encouraging sign of growing confidence among businesses. However, cautious optimism seems to be a key theme, with the 1.9% rise in adspend in Q4 being the second lowest quarter-on-quarter growth since early 2021. Nonetheless, this uplift provides an opportunity for brands to innovate and prioritise long-term growth strategies.
“Acxiom’s research highlights that only 44% of businesses have migrated their operations to the cloud, suggesting significant potential for modernisation – this is key to racing ahead of the competition. Those already embracing a cloud-based tech stack are better positioned to scale their efforts, ensuring campaigns remain agile and data-driven in an evolving marketing landscape.
“With challenges like cloud migration and AI integration still prominent, businesses that proactively address these gaps can maximise returns on increased spend and capitalise on future opportunities.”
*This article features a mixture of Bluestripe clients and external contributors
