Personalisation woes threaten to dampen UK ad spend optimism in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 25, 2022, 3:08 PM GMT+0

While UK ad spend is projected to reach £32.2 billion this year, advertisers need to ace personalisation in the face of the cookie-exit.

Last year proved to be the strongest for the UK ad market, with the market value recording a 26.4% growth to touch £30 billion. UK’s ad spend is further expected to increase by 8.5% in 2022 to reach £32.2 billion. Despite such optimistic numbers, advertisers will face many challenges like phasing out of cookies.

While there is an appetite to fuel growth and customer acquisition, the ad industry needs to prepare to fill the void the impending cookie-exit will leave behind. Brands will have to prioritise collecting first-party data and reassess how they communicate with consumers and which messages, channels work best in engaging audiences.

Given that 72% of consumers engage with brand messaging only if it is tailored to them, marketers need to prioritise personalisation. Analysing consumers’ browsing interests and intent across devices can help brands send triggered emails and texts related to browsing and purchase history.

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