Futurescape Methodology
Launched in March 2025, Futurescape has been produced by IAB UK to give marketers, planners and media owners insight into the attitudes, innovations and media shifts that will shape the advertising industry in the lead up to 2030 and beyond. The methodology spans:
In-depth qualitative interviews with over 40 different industry leaders to provide perspectives on future priorities. Companies involved include: Activision Blizzard Media, Advertising Association, Amazon, Anomaly, ASDA, ASOS, Bauer Media , Brainlabs, Channel 4, Creates UGC, dentsu, Enders Analysis, ESI Media , EssenceMediacom, Global, Goat Agency, Goodstuff, Google, giffgaff, Havas Media , Hearst, IMTB, IPSOS, IPA, ISBA, ITV, LongTerm CoLab, Lumen, Mail Metro Media, Meta, Microsoft, Netflix, News UK, OC&C Consultancy, Omnicom Media Group, PHD, Publicis Media, PubMatic, Sky, SMG, Tesco Media & Insight Platform, The Fifth Agency, The Trade Desk , Thinkbox, Uber, Vevo.
New statistical modelling & analysis. IAB UK has worked with Dr Daniel Knapp, economist and media analyst, to provide robust forecasting of future of advertising spend. Knapp's statistical modelling has built on IAB UK/MediaSense’s robust archive of Digital Adspend data and IAB UK/MTM Compass data to provide predictions of spend to 2030 across key areas of growth. This will be updated on a bi-annual basis.
Extensive analysis of existing research. To support insight and analysis from the interview phase, extensive desk research and sourcing of existing market analysis and reports has been conducted. Notable sources of data include Ipsos iris, Ofcom, BARB The IPA, and agency groups such as dentsu and GroupM.
A note on definitions in the Futurescape Barometer
Video display: Includes social video, BVOD, outstream, publisher video and AVOD
Digital retail media: Relates to digital retail media ad revenue in the UK from owned and operated websites or apps that are primarily engaged in retail ecommerce (including brick and mortar retailers, digital-only retailers, e-commerce marketplaces and last-mile delivery companies). It includes media bought directly through a retailer's media network or demand-side platform to run on third-party properties, as well as revenue generated from retail e-commerce data that is used by third-parties to buy media campaigns
Gaming: Gaming advertising refers to advertising placed within the game context; in-game, around the game and beyond the game
Gen AI platforms: Encompasses monetisation of Generative AI platforms (ChatGPT, Perplexity, Anthropic, Google’s Gemini, DeepSeek) and potential future services
