Member Article

Latest IPA Bellwether shows optimism among UK advertisers

The Q4 IPA Bellwether Report has been released today and shows signs of optimism for UK marketing expenditure during the final quarter of 2019. Findings highlight modest growth for the first time since the start of 2019.

Ian James, CEO at Silverbullet, comments on the findings:

“This is exactly what we needed to see as we move into 2020 – growth in marketing spend last quarter, driven mainly by internet advertising, and a promising outlook for the year ahead of us.

With this positive news, it’s so important that we don’t become complacent, especially in the recent climate. With the latest headlines surrounding Chrome’s lock-down on tracking cookies, we must keep our ears to the ground as the third-party cookie sets to crumble to extinction. As an industry, it’s paramount we continue to look at how to deliver campaigns with intelligent use of data and powerful activation methods. This is something that should very much be a priority for businesses this year, as the industry looks for alternative data strategies to reach relevant audiences.“

This was posted in Bdaily's Members' News section by Silverbullet .