Ad spend growth marks a new era of media evolution

The latest AA/WARC report shows UK ad spend up 9.1% year-on-year, with digital channels continuing to lead growth.

Speaking to Performance Marketing World, our Group Strategy Director, Ric Hayes, says we’ve reached a tipping point in both audience opportunity and investment allocation. He highlights how the media mix is being rewired across platforms, with commercial media remaining strong but increasingly shaped by digital behaviour and data-driven opportunity.

“Smartphones have now overtaken TV for media time, online formats account for over 80% of total spend, and the 55+ audience stands out as a major growth opportunity — digitally active, under-targeted, and high-value,” he explains.

Read the full article on Performance Marketing World.