The Institute of Practitioners in Advertising’s (IPA) Bellwether reports marketeers have revised their budgets upwards in the first quarter of 2017, the highest level recorded in almost a decade.
Some 26.1 per cent of those companies polled remain positive about 2017/18 budgets, signalling growth for the coming year, while 11.8 per cent of companies said that marketing budgets would increase during the first quarter of 2017.
32 per cent of those companies polled also reported improvement in the financial pipeline, compared to 19 per cent that predicted things would be worse during the quarter.
The IPA reported marketers on tighter budgets are seeing greater value from digital and positioning ad spend accordingly, mostly as a direct result of the unknown effects of Brexit negotiations and wider economic uncertainty.
However, despite a positive outlook for digital ad spends in 2017, the IPA predicts stagnation materialising in 2018, with marketers being advised by experts to proceed with caution.
Speaking about the report, the IPA’s director general Paul Bainsfair said: “The election result has thrown further uncertainty into an already volatile environment.
“It is inevitable that this has had a knock-on effect on UK. Specifically, for marketers this has meant a desire, where possible, to seek out more activation driven advertising. As evidenced strongly in this latest Bellwether Report, this has resulted in a further move towards advertising in the digital space.”