The UK digital advertising market is projected to reach US$35.43bn in 2022. Despite rising inflation, digital ads are continuing to enjoy rapid growth as advertisers lean on online channels to drive brand awareness and sales. Indeed, channels such as Connected TV (CTV), digital audio and digital out-of-home (DOOH) are increasingly capturing large swathes of ad budget previously allocated to offline media.
However, digital marketers are also facing a number of challenges at the moment. Economic uncertainty for one is making media planning more complex and short-term in its outlook. Meanwhile, the media landscape continues to fragment from a...