Media Landscape 2025: John Ainley's feel ... and marketing forecast for April '25 to '26

Media Landscape 2025:

Growth, Trends, and Innovations in UK Advertising from our founder John Ainley.

Stepping into the 2025/26 financial year feels a bit like emerging from winter into a vibrant spring—full of promise, energy, and optimism. Companies across the UK aren't just cautiously hopeful; they're enthusiastically ramping up their marketing spend, with a whopping 25.6% ready to open their wallets wider. It's like the advertising sector has collectively found its mojo again.

Advertising has always been the heartbeat of economic growth—Paul Bainsfair, IPA's Director General, sums it up best:

"Advertising remains a vital tool for brand growth, economic development, fostering competition, and driving innovation. Companies shouldn’t overlook the importance of sustained investment."

In other words, if you're not investing, you're missing out.

 

 

What's Hot in Media for 2025?

Direct Marketing: AI Gets Personal

Imagine your marketing message feeling as personal as a handwritten note from an old friend—that’s where direct marketing is heading. Thanks to AI, a net balance of 15.6% of companies are set to spend more on creating campaigns tailored specifically to individual consumers. It’s personalisation like we've never seen before. 

Events Marketing: Back in the Spotlight

Events marketing is enjoying its moment in the sun once again. A healthy 15.5% of businesses are boosting their budgets, eager to shake hands, swap business cards, and share coffee at real, face-to-face events. After endless virtual meetings, it seems everyone’s excited to ditch Zoom for something more tangible.

 

How Channels Are Performing

Events Marketing Takes the Crown

In Q4, events marketing stole the spotlight, jumping from 9.9% to an impressive 12.3%. Clearly, businesses are craving the energy and connections that only live events can offer. Virtual reality might be cool, but nothing beats the buzz of a room filled with passionate people.

 

PR: Still Making Headlines

PR budgets are also holding strong, with 6.8% of firms spending more. Yes, there’s been a slight dip from the recent highs, but PR remains an essential part of brand storytelling. As they say, if you're not telling your story, someone else will.

 

Direct Marketing Keeps Climbing

Direct marketing just keeps going—eight quarters in a row now, with a healthy 5.6% growth. It might be slow and steady, but it's reliably moving forward, proving that direct connection to customers never goes out of style.

 

Market Research and Sales Promotions See Modest Gains

Modest but meaningful increases were seen in market research (3.1%) and sales promotions (4.1%). It's good news for marketers wanting insights and incentives—a winning combo to stay competitive.

 

 

Outdoor Media: Digital Takes Over

Outdoor advertising isn’t just hanging around—it's thriving, especially Digital Out-of-Home (DOOH). By 2025, UK spending on DOOH alone is expected to hit around £930 million, accounting for about 66% of all outdoor media. It's like billboards got a high-tech makeover, and everyone loves the new look.

 

Outdoor Advertising's Key Trends for 2025

  • Digital Boom: Dynamic, interactive content is making static billboards feel like ancient history.

  • Data-Driven Decisions: Companies are using data like never before, crafting pinpoint-targeted campaigns.

  • Experiential Magic: Brands are creating real-world experiences that consumers won't just see—they'll remember.

  • Going Green: Eco-friendly strategies are no longer optional; they’re essential to gaining consumer trust.

  • Tech-Savvy Innovations: AI and technology continue to fuel creativity and streamline advertising processes.

 

Navigating Challenges and Seizing Opportunities

Sure, there are still clouds on the horizon—political uncertainties and rising wage costs, for instance. But businesses are adapting quickly, as quickly as a chameleon changes colours. They’re finding new pathways for growth and staying resilient despite the odds.

 

A Bright Outlook for UK Advertising

With businesses ramping up investments in events marketing, PR, direct marketing, and outdoor media, the future looks not just bright but dazzling. Advancements in AI and digital media aren't merely changing the game—they’re rewriting the rules entirely.

So here's to 2025, a year that promises both recovery and revival. The media landscape isn't just optimistic—it's buzzing with potential and excitement.

If you need help with your marketing stack, give us a shout, and we can sit down and talk through your requirements.

 

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