LONDON: Media bartering could become an increasingly prominent feature of the UK marketing landscape as companies look to exchange their excess stock for advertising space, with the Financial Times estimating the value of the sector could grow by some 30% this year alone.

While UK adspend is expected to decline by around 6% this year, the Financial Times predicts that media barter could increase in value by around a third from £100 million ($145m; €107m) last year, based on figures from agencies and trading companies.

Outdoor is among the mediums that could be most affected, at it is argued to be the "most commonly traded" type of media, while companies like News International and ITV are also known to be have been involved in barter deals.

Paul Frampton, UK managing director at MPG, says that media barter "will be more talked about and agencies will want to have it in their arsenal when talking to clients."

Data sourced from Financial Times; additional content by WARC staff