Christian Polman, CSO, Ebiquity comments on the latest Advertising Association/Warc adspend report.
Adspend has remained surprisingly buoyant since the previous numbers came out on the UK’s advertising industry growth. It is encouraging to see that adspend has held up across most channels despite the Brexit uncertainty.
Advertising’s dynamism is shown by the growth recorded across many different formats, with particularly impressive performances in cinema, VOD, digital OOH, and online radio.
Two factors are set to further fuel the industry. First, a clearer picture of Britain’s relationship with the EU is emerging. Second, the rollout of 5G networks will continue to formulate the dynamics for continued digital leadership in the UK economy.
With just days to go before the UK leaves the EU, it is reassuringly clear that brands can continue to invest in a dynamic British marketplace.
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First featured on 30/01/2020.