3 trends that will transform the UK digital landscape in 2023

The UK is facing a very challenging 2023 economically, as consumer spending power and marketing budgets shrink. With that, prioritising programmatic efficiency is more important than ever. 

The programmatic industry was able to pivot quickly during the pandemic, as consumers spent more time at home watching video than ever before. Connected TV (CTV) advertising skyrocketed and fueled growth across the industry, generating new innovation and standards like OpenRTB 2.6 to bolster trust in the supply chain. 

This trend has only continued, and doubling down on those innovations to make CTV advertising work for media buyers and owners will be key this year. Not only will it provide new sources of funding for broadcasters, it will also open up new ad-funded options so that cash-strapped consumers can continue accessing the programmes they love. 

From more efficiency through closer partnerships, to developing new CTV standards, collaboration across the industry will be key in accelerating this transformation. To help discover ways to further such collaboration, I sat down with Faisal Karmali, senior director, international business operations at Warner Bros. Discovery, and James Trott, head of product and strategy, UK&IE at Matterkind, in our recent webinar. 

We found the top three trends in UK digital advertising in 2023 to be:

• Media owners and buyers will utilise programmatic efficiency and reach this year to help weather the recession
• As the CTV landscape changes dramatically, it presents a chance to build programmatic from scratch
• Collaboration will fuel growth across the industry 

For a more in-depth look, please read the full analysis on Index Exchange here.