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Positivity is in the air: Industry reaction to the Q2 IPA Bellwether report

What's New in Publishing 16 Jul 2021 06:30

Renewed optimism from marketers, as shown by the latest IPA Bellwether report, bodes well for publishers and the ad tech industry. After showing resilience, flexibility, and innovation during a deeply challenging year, the media industry can push forward, working together to connect with audiences, meet privacy regulations, and innovate as the digital landscape evolves.

Overall, the report anticipates a much stronger expansion in GDP this year, followed by a robust rate of growth in 2022 amidst ‘record strong rates of growth in ad spend’. This is mirrored by +45.9% of IPA panel members becoming more optimistic regarding their company’s financial prospects compared to three months ago.

We spoke to several industry executives to get their perspectives on the report’s findings and what it means for the future. Here is what they had to say:

Zack Sullivan, CRO UK of Future plc, commented: “Confidence among both the industry and consumers remains strong as we head into H2, and the crucial peak trading period leading into Christmas. Our own survey of 2,000 UK consumers in June 2021 also indicates a large pool of pent-up savings – to the tune of almost £200bn – with the majority of those surveyed planning to splash the cash as restrictions lift. Consumers are already gearing up for Black Friday, with 82% expecting to be more or similarly engaged than in the past, representing a significant opportunity for brands and agencies. The latest IPA Bellwether is yet another vote of confidence as the industry continues to revise and increase ad spend forecasts driven by consumers’ desire to make the most of 2021.”

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UKZack SullivanFuture plcNick MorleyIntegral Ad Science
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