A study by WPP Media and Thinkbox indicates that UK brands could double their average annual media advertising spend from £15 million to £30 million and still generate profitable returns, leaving £32 billion in profit growth on the table by underinvesting. The report, titled "The Growth Gap," analyzed 624 brands and over 7,400 campaign scenarios across 10 media channels, challenging the prioritization of short-term 'performance' channels by proving brand investment delivers in the first year with optimal media planning.
This study challenges the prevalent focus on short-term performance channels by demonstrating significant underinvestment in brand advertising. For streaming platforms and their ad tech partners, this suggests a substantial untapped budget opportunity, particularly from brands hesitant to commit more in a volatile economy. The findings advocate for media plans that front-load longer-term channels like linear TV and CTV, impacting how ad inventory is valued and sold. Stakeholders should monitor if this research shifts advertiser budget allocations in the coming year, specifically tracking increases in brand-focused media spend on premium video platforms.
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