New Digital Age gathered reaction to the release of the latest IPA Bellwether quarterly report, tracking the movements in spending by advertisers in the UK…
Karin Seymour, Director of Client & Marketing, Sky Media:
“In a market that has undergone profound structural change, this quarter’s Bellwether is an encouraging sign that advertisers continue to see the value of video, even amid ongoing economic uncertainty. As audiences increasingly consume content across broadcasters, streamers and online platforms, advertisers have more choice than ever before about where they invest.
“The continued strength of video reflects its enduring role in helping brands build awareness, capture attention and create lasting business impact. At Sky Media, we see the power of that every day. Whether it’s live sport, unmissable entertainment or compelling drama, great content creates stronger connections between brands and audiences.”
Tilman Harmeling, Strategy and Market Intelligence at Usercentrics:
“UK marketing budgets are rising, but with business confidence falling, every pound has to prove its return. And that return isn’t driven by budget alone. It runs on customer data, for targeting, measurement and personalisation, and the quality of that data depends on customers trusting you enough to share it. Our research found 80% of UK consumers would stop using a brand that misused their data, the highest of any market we studied. When spend is under this much scrutiny, consumer trust stops being a compliance issue and becomes a performance one.”
Hamza Kourimate, CMO, Dailymotion Advertising:
“The Bellwether reflects something we’re seeing across video more broadly. Even as businesses become more cautious about the months ahead, they aren’t stepping away from video. Albeit, teams are now much more selective about where and how they invest.
“Crucially, video is no longer consumed in channels. It’s one continuous viewing journey. Think about the World Cup. Different platforms, different formats, one audience moving through a connected experience. We’re seeing advertisers increasingly focus on understanding those audience journeys through connected viewing data, as that’s how they unlock incremental reach and avoid unnecessary duplication.
“Pressure is mounting to demonstrate the impact of every media pound spent, and it’s important marketers have a clearer picture of how target audiences actually consume video.”
Conrad Arnavutian, Senior Vice President at MikeWorldWide:
“In an environment where economic uncertainty has become the norm, sustained investment reflects a growing understanding that brands cannot afford to disappear from view when markets become more competitive. After all, staying visible when others pull back can be one of the boldest competitive advantages a brand can have.
“What’s particularly interesting is the continued investment in both main media advertising and PR. While growth has moderated compared with the previous quarter, these channels remain central to how organisations build trust, shape reputation and create long-term demand. While many heads are turned in the industry by the proliferation and power of AI – and how this is (re)shaping marketing strategy – the fundamentals haven’t changed. In a fragmented media landscape, the ability to earn attention and credibility continues to be the currency that turns marketing investment into long-term business value.”
Kate O’Loughlin, CEO of SuperAwesome:
“One thing stood out to me from the latest IPA Bellwether Report: even in a tougher economic environment, marketers are continuing to invest in long term brand building with +6% investment in PR, strong expansion in events and stabilization of audio spend.
“I take this as a sign that brand building with creators, community and fandoms is resilient in brands’ strategies, rather than simply chasing the next click. At the same time, I think this report also shows there is nothing going to waste in marketing budgets. For example, I suspect that the revisions down on market research budgets are not a step back on wanting data about consumers, rather it’s about spending on ‘working’ media and activation with insight.”
Laure Sauteraud, Managing Director, Performance Media for EMEA, Criteo:
“Rising marketing budgets are an encouraging sign of business confidence, but they also raise expectations. Growth will not come from spending more alone, but from spending smarter.
“As consumer behaviour continues to shift rapidly, marketers need to respond with greater agility. Brands that can leverage rich, real-time commerce signals to understand changing intent, optimise continuously, and reach consumers at the right moment will be best positioned to turn increased investment into measurable business outcomes.”
Julian Horberry, Head of Strategy Fox Agency:
“Q2 marked a shift in how marketing decisions are being made. Geopolitical uncertainty has started to translate into real commercial impact. While Q1 absorbed much of the disruption caused by global market volatility, we’re now seeing that shape day-to-day marketing decisions. Budgets are under greater scrutiny, internal approval processes have become more complex, and marketers are facing increased pressure to justify every investment.
“Balancing long-term brand building with short-term demand generation requires conviction in the current climate, but it’s that balance that will ultimately separate the brands positioned for growth from those that will need to rebuild momentum later.”
Chris Daly, Chief Executive, the Chartered Institute of Marketing:
“The latest IPA Bellwether Report offers an encouraging signal for the marketing profession. But, perhaps the more interesting question we should be asking is, are they investing more strategically, or simply spending more?
“Strong increases were seen in events (+11.0%) and direct marketing (+3.0%), highlighting a continued focus on creating meaningful customer connections and delivering measurable results. Yet the sustained growth in PR (+1.4%) and main media advertising (+1.5%) is equally significant. In a business environment increasingly under pressure to deliver short-term returns, these figures suggest many organisations still recognise the value of brand building, reputation and trust.
“Ultimately, the Bellwether findings present a reason for optimism, but they also serve as a reminder. Sustainable growth depends on more than increased spend. It requires organisations to take a joined-up approach, balancing short-term performance with long-term brand building, while ensuring their people have the skills and confidence needed to maximise every pound invested.”
Jovan Buac, Managing Director for Lewis Moberly:
“It’s encouraging that investment is holding up in areas such as brand experiences that build long-term value, rather than simply chasing short-term returns.
“We’re seeing clients place greater emphasis on creating distinctive brands that can command attention, justify premium pricing and build lasting customer loyalty. Brands that invest strategically now will be far better positioned when market conditions improve.
“And as AI is being embraced for efficiency, businesses increasingly recognise that competitive advantage will come from combining technology with human creativity, judgement and original thinking. When mediocrity is becoming easier to produce, genuine strategic insight and exceptional design will become the even more valuable differentiators.”
Simon Thorne, Managing Director EMEA, Innovid:
“It’s encouraging to see budget growth remain in positive territory (+6.9%) at a time when companies are clearly feeling less confident about the months ahead. The rise in video spend to a seven-quarter high (+8.2%) is particularly telling. Rather than retreating, marketers appear to be concentrating investment in channels that can balance brand building with accountability.
“As budgets come under greater scrutiny, having a clear view of performance across channels becomes essential. The brands that can confidently prove what’s working will be in a much stronger position to protect investment through a potentially difficult second half of the year.”
