IAB UK updates Futurescape, spotlighting localism and immersive media as key growth drivers to 2030 and beyond

IAB UK has released an updated edition of Futurescape, its forward-looking industry study, with new analysis identifying localised media strategies and immersive experiences as two of the most significant forces set to reshape advertising by 2030. 

Originally launched last year, the study has been refreshed with new data, forecasting and insights, expanding its framework to 13 key shifts that will define how brands reach and engage audiences over the next decade. The report draws on interviews with more than 40 senior leaders across advertising, media and technology, alongside updated modelling from economist and media analyst Dr Daniel Knapp. 

Among the most notable developments is the growing importance of localism. Futurescape points to a structural shift towards local-intent behaviours, with “near me” discovery, hyperlocal search and neighbourhood-level signals expected to play a central role in digital advertising by 2030. The findings suggest that traditional approaches to scale, built on broad demographic targeting and nationwide messaging, are becoming less effective, as brands increasingly prioritise context, proximity and cultural relevance within communities. 

The updated report also highlights the acceleration of immersive media, as advances in XR, AI and spatial computing begin to reshape how people interact with content. Rather than relying on interruptive formats, brands will need to operate within participatory environments where engagement is driven by utility and experience. While adoption remains at an early stage, the trajectory is clear: half of consumers expect immersive technologies to become part of everyday life by 2030, rising to 63% among 16–24s. 

Futurescape warns that delaying investment in immersive capabilities risks creating a long-term competitive gap, as these environments require new creative approaches, production capabilities and measurement frameworks that take time to build. 

As with last year’s launch, the study combines long-term forecasting with practical recommendations, aimed at helping advertisers, agencies and media owners adapt now. Elizabeth Lane, Head of Insight at IAB UK, said: “The latest Futurescape update reinforces that the industry is moving towards more contextual, participatory and locally-driven models. The opportunity isn’t just to keep up with these shifts, but to actively shape how they develop.” 

The full Futurescape report is available to IAB UK members, alongside the IAB's Digital Adspend study, which has updated forecasts every 6 months.