IAB UK launches Futurescape: preparing members for 2030 & beyond

From the rise of AI and its impact on brand marketing, to all media evolving into retail media, Futurescape forecasts the 11 key shifts that will shape advertising and media in the lead up to 2030 and into the next decade. 

The study draws on qualitative interviews with over 40 leaders from across the advertising, media and technology industries; extensive analysis of existing research from a wide range of sources; and original forecasting conducted by economist and media analyst Dr Daniel Knapp, who employed statistical modelling to plot spend trends to 2030. 

As well as providing a detailed look ahead at how our industry is likely to evolve in the coming years, Futurescape also provides recommendations on actions to take now to ensure that businesses are ready for what’s to come. As our Chief Strategy Officer, James Chandler, puts it: “This isn’t just about ensuring your business is fit for the future, it’s about being equipped to define the future, seize opportunities and thrive in a dramatically shifting landscape.”

You can read the full press release here, with the headline findings and spend data.  

How to navigate Futurescape

The full study is available to all IAB UK members. You can scroll through the chapters on the main navigation page, clicking on any to access more information and download the full charts for that section. 

In addition, the Futurescape Barometer of ad spend to 2030 is also exclusively available to IAB UK members. Log in to download it here. The data will be updated every six months. 

For a 20-minute explainer of the key findings and how the research developed, listen to The IAB UK Podcast.