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EMARKETER

UK Trends to Watch in 2024

Cautious Optimism Returns, While Regulation and Tech Force Strategy Shifts

Report by Bill Fisher, Carina Perkins  |  Dec 11, 2023
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Table of Contents
Cautious optimism returns to consumer and advertiser spend, despite a challenging economy
BNPL will mature as providers target Gen Z with shopping app features 
AVOD and FAST will offer a video inventory boost for UK advertisers 
AI will accelerate the shift to hyper-personalization as more retailers embed the tech
Social platforms will need to be ready for the Online Safety Act—fines will follow fast
Sources
Media Gallery
About This Report
As the economy improves in 2024, companies will be able to turn their focus toward technological advancements and upcoming regulations.
Topics
Retail Ecommerce Sales
Digital Advertising
UK
Table of Contents
Cautious optimism returns to consumer and advertiser spend, despite a challenging economy
BNPL will mature as providers target Gen Z with shopping app features 
AVOD and FAST will offer a video inventory boost for UK advertisers 
AI will accelerate the shift to hyper-personalization as more retailers embed the tech
Social platforms will need to be ready for the Online Safety Act—fines will follow fast
Sources
Media Gallery

The cost-of-living crisis will continue into 2024, but inflation is easing and wages are set to rise, leading to an improved outlook for retailers and advertisers. Consumers will remain cautious about their spending, which will drive demand for ad-supported video and buy now, pay later (BNPL). Advancements in technology and regulation, meanwhile, will force companies to revisit their strategies.

authors

Bill Fisher, Carina Perkins

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jennifer Merritt
Vice President, Content
Jennifer Pearson
VP, Research
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