Marketing's Role as a Growth Engine: Industry Reactions to the AA/WARC Report

The latest AA/WARC Expenditure Report signals optimism in the advertising industry, with UK ad spend surpassing £10bn in Q3 2024, driven largely by digital channels. Despite economic uncertainty, the report highlights digital transformation as a key driver of growth. 

Brenda Imeson, Director of Strategy at Brave Bison, emphasises the continued dominance of digital in advertising, noting that even traditional media is shifting towards online formats. She highlights the role of AI in driving digital ad growth and the increasing impact of smaller advertisers leveraging digital channels. While economic concerns persist, she remains optimistic that performance and direct marketing will stay resilient, supporting moderate growth in the year ahead. 

Read the full article on Performance Marketing World.