IAB Compass: Navigating digital advertising
We’ve created IAB Compass with one core goal: to help our members navigate fast-evolving areas of the digital advertising landscape. Between them, AI, AR/VR, connected TV, digital out-of-home, gaming and ecommerce advertising are providing advertisers with new and exciting ways to bring brands to life, resonate with consumers, and drive sales. But how are these channels evolving? And what do you need to know in order to harness them effectively?
Created with research consultancy MTM, we focus on each channel in turn to map what’s happened to date, explore the key trends defining growth, and provide forecasts for future spend. You can also find actionable recommendations for how to start advertising in each area. In short, think of IAB Compass as an essential manual to help you understand the future of AI, connected TV, digital out-of-home, gaming, shoppable and AR/VR - and how you can be part of it.
Explore IAB Compass by sector
IAB members can dive into detailed reports featuring recommendations to help them take full advantage of what each digital channel has to offer
AI in Digital Advertising
Explore how artificial intelligence is reshaping digital advertising from creative workflows to governance. With practical insights on data, Gen AI, and search disruption, this chapter focuses on what matters most.
Connected TV
With audiences streaming more, ad-supported viewing is rising, and platforms like Disney+ and Netflix are driving CTV growth – with UK ad spend set to hit £2.94bn by 2028.
Digital Out-of-Home
DOOH is rapidly reshaping out-of-home with digital accounting for 63% of all OOH ad spend in 2022 - up from 32% in 2015 and set to hit 75% by 2027.
Gaming
Gaming ad spend is accelerating, fuelled by in-game formats, programmatic buying, and adoption across sectors from finance to healthcare. UK spend is set to grow from £815m to £1.84bn by 2026.
Shoppable Advertising
UK social commerce is estimated to grow from £2.4bn in 2021 to £6.8bn by 2026, accounting for 3% of ecommerce, driven by rising online sales and a 26% increase in consumer uptake.
AR/VR
AR and VR are rapidly growing, with global value expected to reach £90bn by 2026. AR advertising is expected to hit £7.5bn globally (£250-350m in the UK), while VR advertising is emerging as usage grows.
