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The figure is 1.4 percentage points ahead of previous forecast, driven predominately by search, social and online display. Cinema and digital audio also had a big Q1.

The advertisers’ trade body will conduct a further quantitative study later this year in collaboration with MediaSense.

IAB Europe report also found that more partnerships are lasting longer than a year.

For brands, the combination of retail media and streaming allows them to move across the funnel to reach consumers earlier.

The platform will bring audience insights, media planning and activation, optimisation and measurement into one place. 

The group has also for the first time provided a split view of ad revenue, comparing how the top 350 largest global brands spend relative to SMBs.

New research on a consumer segment, which the company has dubbed “Gen Uber”, looks at digital behaviours, purchase preferences and advertising engagement.

OMG will become a ‘strategic beta partner’ to help Nectar360 hone its products and capabilities.

Online formats accounted for £4 in every £5 spent on advertising, while the VOD sub-category has been expanded to include SVOD, AVOD and FAST, according to the latest AA/Warc Expenditure Report.

Digital retail media was another strong growth performer in 2024, according to IAB UK’s latest Digital Adspend Study.