The e-commerce and TV sectors helped drive the UK ad market to 34.3% year-on-year growth for 2021 – almost double that previously forecasted by the Advertising Association (AA) and Warc
Kevin O’Farrell, associate vice-president of Analytic Partners, explains how media strategists should think about how rising consumer costs will force a change of approach.
TV advertising is going through a “renaissance,” according to Matt Hill, director of research and planning at Thinkbox, the sector’s industry body. He pointed to a “surging” e-commerce sector, which is injecting cash, as well as the growth of subscription video (SVOD) and ad-funded video (AVOD) consumption as reasons for excitement this year.
InfoSum is touting data cleanrooms as a way for brands to share first-party data insights without fear of off-platform leaks. The Drum questions Nick Henthorn, sales director at InfoSum, about its approach to data processing after pharmacy giant Boots signed up.