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IPA Bellwether Report – industry reaction

by Faye Daffarn | 15.04.2021

We asked the industry for reaction to the latest IPA Bellwether Report and they gave it us in spades, so sit back, strap yourselves in and enjoy…

Jenny Kirby, Managing Partner, GroupM
“Seen within the context of continued COVID-19 restrictions, there are some promising signs of confidence coming out of the latest IPA Bellwether ad spend findings. For example, the digital advertising category has remained stable since the last quarter, while video investment at +3.3 per cent has seen its strongest improvement within the past year.

“It shouldn’t come as a shock that digital and video categories are strong performers. The pandemic acted as an accelerator for increasingly digital entertainment consumption habits. Higher investment in areas such as over-the-top video (OTT) reflect these behaviour changes, but also the attractiveness of advanced targeting capabilities, cross-device measurement and programmatic buying methods available with OTT inventory. The ability to better reach audiences, accurately measure the impact of creative, and ultimately achieve desired business outcomes mean digital channels such as OTT are well-placed to gain as the recovery gathers pace through 2021.”