AA/WARC Expenditure Report Q4 2024: Industry reactions

The latest AA/WARC Expenditure report revealed the UK advertising industry delivering impressive growth over the past year.

But with multiple headwinds and much uncertainty ahead, how long can that continue to be the case? And what should brands, agencies and their adtech partners be doing to weather any storms ahead in 2025?

Here, media industry leaders share their insights on the latest report on the state of the industry…

Sean Adams, CMO, Brand Metrics

“Despite a slight downgrade in the 2025 forecast, a 6.3% growth outlook remains encouraging.

“For advertisers, proving the effectiveness of campaigns in driving brand awareness and favourability will be essential in justifying continued investment amidst shifting economic conditions.

“The starting point for this is to ensure they have the tools in place to measure these.”