Outlook 2022: 3 key insights for the year ahead

Posted on: Tuesday 25 January 2022 | IAB UK

Working with PwC, we’ve created a UK-focused addendum to The Digital Advertising Ecosystem Planning Report by IAB US, drawing on the views of five UK-based industry leaders


Read on for an Executive Summary by Sam Tomlinson, Partner at PwC, and download both the US report and the UK addendum below, exclusively for IAB UK members. 

Executive Summary

Despite numerous challenges, UK digital advertising spend grew by almost 50% in H1 2021 vs H1 2020. The full year report in April 2022 will reveal whether this momentum was maintained in H1 2021 or if it was affected by factors such as COVID, Brexit, privacy, and the gradual emergence of cookie-free environments.

In a Q4 2021 report by IAB US and PwC US, industry leaders shared their concerns about the future of digital ad growth, with a clear need for the industry to focus on “consumer expectations, regulatory reforms and talent issues - or risk not only growth, but relevancy”.

IAB UK and PwC UK have collaborated on a UK addendum to this US report, with interviews of five UK ad industry leaders across a range of roles. The messages are clear - the key areas to watch for 2022 are:

  1. The consumer is king: there are growing concerns that consumers are becoming increasingly disengaged and frustrated with ad-supported media, meaning advertisers need to develop a more consumer-centric approach, with tailored ads to meet individual needs.
  2. The great data debate: further education is needed to help consumers understand the value exchange between consuming content online for free and ensuring that publishers can prosper online.
  3. A shift in culture: to retain staff, companies need to focus on pay, benefits including hybrid and flexible working, and tackle areas such as diversity, inclusion and sustainability, or risk missing out on top talent.
LOG IN TO DOWNLOAD LOG IN TO DOWNLOAD

You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Written by

IAB UK

Topics

Related content

Digital’s share grows to 74% of UK advertising spend

Get a snapshot of the UK advertising market by media sector, using IAB UK/ PwC Adspend and AA / WARC expenditure data

Learn more
Woman using laptop and writing notes

ISBA/PwC: Update on stage two of the Programmatic Supply Chain Transparency study

ISBA’s Clare O’Brien and PwC’s Sam Tomlinson updated IAB members on what to expect from stage two of ISBA/PwC’s Programmatic Supply Chain Transparency...

Learn more
H1 2018 Digital Adspend Results

H1 2018 Digital Adspend Results

Discover the key digital advertising spend data from the first six months of 2018

Learn more
UK Digital Adspend grows by 15% year-on-year

UK Digital Adspend grows by 15% year-on-year

Advertisers spend £6.4 billion on digital in H1 2018 per latest IAB UK/ PwC report 

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.