18/08/2025
The Rising Tide of Video Advertising in the UK: Why Brands Can No Longer Overlook It
In the shifting current of UK marketing, video advertising is swiftly overtaking traditional formats, becoming the medium of choice for modern brands. In 2024, UK advertisers invested £8.3 billion in video display formats—including social media, outstream, AVOD, and BVOD—a growth of 20% year-on-year, significantly outpacing the overall digital ad market’s 13% growth to a total of £35.5 billion IAB UK
Video ads now claim a dominant 64% share of all online display spend, up from just 51% five years earlier IAB UK
Clearly, alongside this investment surge is a cultural shift: audiences under the age of 55 are now spending more time watching digital videos than linear TV IAB UK
And that isn’t just happening on television. Mobile devices are now the main channel for video ad delivery, with mobile spend alone growing 20% to £6.1 billion in 2024—and investment in connected TV growing even faster, by 22% IAB UK+1
Short-form video formats are also booming. Globally, short videos—such as those on TikTok, Instagram Reels, and YouTube Shorts—spark over twice the engagement of longer formats, and 66% of video ads are now under 30 seconds long Lifewire
This aligns with the reality of today's attention economy: UK adults now spend an average of 3 hours and 21 minutes per day on their mobile phones, surpassing the 3 hours and 16 minutes spent watching TV The Times
Why does this matter for brands, especially SMEs? Because video converts—and converts efficiently. From emotional brand storytelling with longer formats to attention-grabbing 15–30 second clips tailored for mobile users, video offers versatility and impact that static ads simply can’t match.
For UK SMEs aiming to harness video’s power without large budgets, here are effective strategies:
Start with short, authentic clips — use smartphone-quality footage and natural storytelling to quickly engage viewers.
Repurpose one piece of content across channels — a longer interview or explainer can be edited into a teaser, clip, or social-friendly highlight.
Use mobile-first platforms wisely — prioritise TikTok, Reels, and short Stories format where your audience already is.
Focus on storytelling rather than production — authenticity connects more than polish, especially for smaller brands building trust.
Lean into connected TV opportunistically — explore cost-effective placements in AVOD platforms to expand reach.
We believe strongly in video’s ability to elevate brands—no matter their size. Our team supports building memorable, mobile-ready video content that increases visibility, resonation, and results.
The landscape is clear: UK ad spend will likely grow to £45.2 billion in 2025 and £47.8 billion in 2026, with digital and video leading the charge
