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18th November 2021

IPA Bellwether Report – 2021 Q3

Marketing budget growth at strongest in over four years as UK recovery shifts up a gear

Hunterlodge CEO Robert Hunter offers his insight

One of the key take outs from the latest Bellwether report delivered by the IPA last month was that marketing spend has been at its highest since Q2 in 2017. This is mainly due to consumer demand bouncing back so sharply since restrictions were cut. However, heading into winter and with Covid cases on the rise, many business owners will be less inclined to spend going forward. Although it’s so difficult to forecast what’s going to happen, this next period must be seen as an opportunity for businesses to invest in yet more long-term brand building strategies. In fact, this is the advice we’ve been giving our clients since the very onset of the pandemic back in March 2020. With less businesses spending, the market will open and you’ll increase your share of voice against your competition.

It’s no surprise to us that video has been the main driver behind recent marketing spend; by deploying innovative video channels we can reach the right audiences in engaging and uncrowded environments. In fact, the last year has been our biggest in terms of video use across social (including TikTok), programmatic (Captify and Fifty) and addressable TV (Sky Adsmart, FineCast, Twitch). It’s why, last month, we hosted a popular webinar alongside Finecast on the Power of Addressable TV and why we are hosting another webinar on how to maximise TikTok on 8th December.

We’ve good cause to be optimistic going into 2022 and we probably have more opportunity than ever to grow our businesses.

Rob Hunter

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