Open Internet Advertising Trends and Insights 2024

This report presents an analysis of the current state of digital advertising in the U.K., focusing on the open internet and its potential for brand growth. It highlights that consumers are increasingly spending their online time on the open internet, yet a significant portion of advertising budgets remains concentrated in walled gardens controlled by major tech companies. The report details findings from a survey of 2,000 U.K. adults, revealing that while consumers spend 60% of their online time on the open internet, only 30% of advertising budgets are allocated there. It outlines the growing popularity of online gaming and streaming services, as well as consumer trust in various digital channels. The report emphasizes the importance of adapting advertising strategies to align with consumer preferences for high-quality content and positive experiences, suggesting that advertisers may benefit from diversifying their spending towards omnichannel campaigns that leverage the open internet's opportunities.