IPA Bellwether Q3 2025 – Industry reactions

The IPA Bellwether survey for the third quarter of 2025 revealed a robust appetite for optimism, despite ongoing challenges in the wider economy and with the UK Autumn Budget looming in November.

Here’s how some of the leading minds of the adtech, advertising and creative sectors are responding to the latest pulse take on the UK marketing sector…

Larraine Criss, COO, Preciso

“The Q3 IPA Bellwether report as I understand signals indications that video and online advertising are gaining renewed momentum.

“The budget reallocation highlights how marketers are prioritising high-engagement, measurable and scalable channels to build brand resilience amid uncertainty, which is also what our data is telling us here at Preciso.”

“The market is finally heading towards sustainable performance through smart media spending, and it’s great to see.

Sean Adams, CMO, Brand Metrics

“The latest IPA Bellwether Report offers compelling insights into the enduring power of advertising, even amidst economic caution.

“IPA Director General Paul Bainsfair rightly champions ‘big marketing budgets, broad reach, and high exposure’ for meaningful results.

“From a brand lift perspective, this resonates deeply. We’re seeing a clear increase in demand for robust measurement of video advertising, a critical channel for building brand perceptions.

“This aligns perfectly with the finding that video is the best performer in main media. Businesses are not just spending; they’re strategically investing in impactful, measurable media to truly drive brand growth and connect with audiences.”

Owen Hancock, RVP Marketing EMEA, impact.com

“The most critical insight from the Q3 Bellwether report isn’t the total budget expansion, but the strategic reallocation of marketing spend, which confirms that the industry is prioritising long-term brand equity, a move that validates our foundational thesis on the partnership-led future.

“What’s more, this pursuit of authentic connection is precisely why video leads the media mix: brands are seeking the genuine trust that creators deliver over forced advertising.

“The winners are already realising that the only way to scale this trust is through disciplined, measurable partnership marketing, unifying affiliate, creator, and advocate efforts into a single, cost-efficient engine that drives discovery and long-term advocacy.”