Forecasting ad spend up to 2030
We've upated our forward-looking industry deep dive exploring the attitudes, innovations and media shifts set to redefine advertising by 2030. This latest edition spotlights two of the most significant forces shaping what’s next: localised media strategies and immersive experiences.
UK’s Digital Ad Market Reaches £40.5bn
The UK’s digital ad market reached £40.5bn in 2025, up 10% year-on-year and significantly outpacing GDP growth, with video investment surging 20% to £9.3bn. Download the full report for detailed format splits, sector insights, market sentiment and 2026–2027 forecasts, plus analysis of the updated methodology underpinning this year’s results.
Our projects
From the trajectory of CTV to the value of digital advertising to our economy, explore our research studies for insights and practical advice to help shape your digital ad strategy
IAB Compass
Navigate the rapidly evolving worlds of digital channels, including how AI is redefining the landscale. Discover practical, data-driven strategies to activate your brand across these emerging channels.
The Digital Dividend
Gain a deeper understanding of the value that digital advertising delivers to the UK economy, businesses and people across the country who depend on free digital services every single day.
Powering Up
Explore how SMEs’ relationship with digital advertising has evolved between 2020 and 2024, plus find out how small businesses can leverage online channels most effectively.
Real Living
Conducted in 2021, Real Living draws on quantitative and qualitative research to provide a snapshot of the nation’s daily digital habits and what they mean for advertisers.
Born Online
We teamed up with research consultancy MTM in 2019 to take an in-depth look at the Direct to Consumer market - from the leading DTC brands to what makes DTC customers different.
Insight Community
The Insight Community provides a forum for members to gain an in-depth understanding of IAB research initiatives, advise on projects where appropriate, and discuss challenges with a like-minded audience.
Get in touch
If you have any further questions on any of our insight and research affairs work, feel free to contact our insight team.