Executive Summary

The pandemic has thrown the UK ad industry into turmoil. Digital platforms have offered a direct conduit to consumers who have been pivoting heavily to digital usage. But brands should take a mindful and sincere approach to building and maintaining their digital presence.

How has the pandemic affected the advertising industry?

UK media ad spend will fall 7.5%, as the industry feels the full force of the country’s deepest recession since 2009. Digital ad spending will see a small rise (0.3%) as brands look to follow eyeballs.

In what ways have brands pivoted?

Meeting consumers’ immediate needs was vital in the early stages of the UK lockdown. Digital transformation was key, and though some firms struggled with meeting demand, brands seen as “doing the right thing” engendered positive sentiment.

How have consumer expectations changed?

The focus on brand behavior has never been higher. Consumers had a heightened awareness of brand sincerity, and companies that looked to cash in on the pandemic were viewed negatively.

What should brands do to prepare for the new normal?

Having a digital strategy is a no-brainer, but pivoting and innovating while remaining socially conscious will be very important, too. Messaging will increasingly focus on video, with such advertising becoming an ever-larger part of the strategy pie.

WHAT’S IN THIS REPORT? This report looks at how the pandemic has affected the UK ad industry and what the post-pandemic environment might look like. It considers how consumer expectations have changed and ways marketers can pivot to cater to them.

KEY STAT: Most UK senior marketing decision-makers will focus on resilience post-pandemic, but digital transformation is a key consideration, too.