Top UK Brands Spending in Digital: Q4 2024
In Q4 2024, leading UK brands such as Tesco Mobile Ltd and TotalJobs Group are significantly increasing their digital marketing investments—Tesco Mobile with £16.78M digital spend focusing on Millennials and parents through platforms like Instagram and TikTok amid leadership changes, and TotalJobs Group with £16.5M digital spend targeting businesses and Gen-Z—employing diverse strategies including programmatic advertising and creative agency partnerships to enhance reach and engagement in a competitive digital landscape.
As we approach Q4 2024, brands across the UK are gearing up to make their mark in the digital landscape, increasing their investments to capture attention and drive engagement. From telecommunications giants to automotive leaders, companies are tapping into digital platforms to stay ahead of the competition. Here are the top five UK brands leading the charge in digital spending this quarter and the strategies they’re employing to maximize their reach and impact.
1) Tesco Mobile Ltd
- Digital Spend: £16.78M
- Media Spend: £55.4M
- Location: Welwyn Garden City
Tesco Mobile, a division of Tesco Plc, provides mobile phone services through a partnership with O2. The mobile network will see its marketing leader, Chief Customer Officer Rachel Swift, depart at the end of the month to become the brand and advertising director of Virgin Media O2. Her replacement has not yet been named. Tesco Mobile, primarily targeting Millennials and parents, is expected to fill the vacancy, update its strategy, review its agency roster, and increase spending.
Digital and social insights:
- YTD spending: £1.7m (407.2m impressions)
- YTD purchase channels: Programmatic (94%) and direct (6%)
- YTD ad locations: Instagram (68%), itv.com (9%), TikTok (8%), YouTube (5%), Facebook (4%)
- YTD social post type: Image (73%), video (23%), carousel (3%)
- H1 2024 spend: £1.1m (306.3m impressions)
- H1 2023 spend: £1.8m (663.9m impressions)
- Total 2023 spend: £2.9m (1bn impressions)
Current agency roster:
- BBH London: Creative
- EssenceMediacom: Media
- John Doe: PR
2) TotalJobs Group
- Digital Spend: £16.5M
- Media Spend: £16.5M
- Location: London
Totaljobs Group, a division of StepStone, operates several recruitment/job board websites, one of the largest of its kind in the UK and Europe. The job board recently increased its digital display spending, with £598.7k YTD and £71.4k during the same period of 2023. The company targets businesses, Gen-Z, Millennials, and Gen-X, and is likely to increase spending and review its agency roster, with digital accounts being a priority.
Digital and social insights:
- YTD spend: £598.7k (192.4m impressions)
- YTD purchase channels: Google DV360 (76%), Criteo (17%), Google Display Network (4%)
- YTD ad locations: dailymail.co.uk (17%), rightmove.co.uk (3%), readytogo.net (3%), mirror.co.uk (2%), aajtak.in (2%)
- STP 2023 spend: £71.4k (29.2m impressions)
- Q1 2024 spend: £540.6k (177.5m impressions)
- Q1 2023 spend: £43k (15.7m impressions)
- Full 2023 spend: £1.3m (457.3m impressions)
Current agency roster:
- Frank PR: PR
- VCCP: Media and creative
3) Vodafone
- Digital Spend: £15.73M
- Media Spend: £66.91M
- Location: Newbury
Vodafone is a multinational telecommunications company and one of the world’s largest subscribed mobile phone service providers. The company recently inked a multiyear deal with the Scottish Rugby Union, with its logo on the back of the shirts for the men’s and women’s teams, and serves as the principal partner of the Scottish Rugby Women’s Pathway. Vodafone also sponsors the Irish Rugby Football Union, All England Lawn Tennis Club, and Welsh Rugby Union. The company has recently appointed a UK CEO and increased digital display spending, with Leo Burnett picking up UK creative in January. Vodafone is likely to promote the new sponsorship, ink more sponsorships, increase spending, and make more agency changes.
Digital and social insights:
- YTD spend: £13.2m (5.5bn impressions)
- YTD purchase channels: Programmatic (93%), Direct (7%), Ad Network (<1%)
- YTD ad locations: YouTube (26%), Facebook (17%), x.com (13%), dailymail.co.uk (9%), Instagram (8%)
- YTD social post type: Image (53%), carousel (26%), video (21%)
- H1 2024 spend: £9.7m (3.9bn impressions)
- H1 2023 spend: £11.3m (3.1bn impressions)
- Full 2023 spend: £22.6m (6bn impressions)
Current agency roster:
- New Commercial Arts: Global brand brief for Vodafone Business since August 2023; Global creative since October 2020
- Carat: International media since September 2019; retained in August 2022
- Tin Man Communications: UK consumer PR since July 2022
- Right Formula: Sponsorship support since December 2021
- Freeman: Experiential
- Leo Burnett: UK creative
4) Volvo Cars UK Ltd
- Digital Spend: £5.43M
- Media Spend: £13.1M
- Location: Maidenhead
Volvo Car UK Ltd is a multinational automobile manufacturing company providing marketing, sales, parts, service, technology, and training support to Volvo automobile retailers throughout the UK. The carmaker recently boosted digital media by 1.2%, spending £8.6m YTD and £8.5m during the same period of 2023. Brand media is also on an upward trajectory since 2022. The company, targeting Millennials with a male skew, is likely to continue increasing spending, especially in digital media, and review more of its agency roster. It has already launched a global media review.
Digital and social insights:
- YTD spend: £8.6m (1.8bn impressions)
- YTD purchase channels: Direct (89%), Display & Video 360 (10%), Taboola (<1%)
- YTD ad locations: Facebook (35%), Instagram (30%), YouTube (21%), rightmove.co.uk (6%), TikTok (3%)
- YTD post types: Link (34%), video (28%), Reel (14%), photo (12%), story (10%), carousel (2%)
- YTD YouTube video duration: 15 seconds (72%), 10 seconds (24%), six seconds (4%)
- STP 2023 spend: £8.5m (1.6bn impressions)
- H1 2024 spend: £7.2m (1.5bn impressions)
- H1 2023 spend: £6.6m (1.3bn impressions)
- Full 2023 spend: £14.3m (2.7bn impressions)
Current agency roster:
- Mindshare UK: Media since April 1999
- Grey London: UK creative since June 2015
5) ITV Network
- Digital Spend: £4.87M
- Media Spend: £56.62M
- Location: London
ITV Network is a broadcast media company operating commercial channels for traditional broadcasting and producing content for its channels and third-party platforms such as Virgin and Sky. Their digital channels include Encore, CITV, ITV2, ITV3, ITV4, and ITVBe. The company recently promoted its CMO, Jane Stiller, to the new position of chief viewer and customer officer, a role meant to unite marketing functions to grow audiences and revenue. She will spearhead brand, marketing, insights, digital product, subscription, and distribution. ITV, targeting Millennials and Gen-X, is likely to update its marketing strategy, with brand media rising since 2022 and YTD digital media surpassing 2023’s investment. The company recently announced huge investments in ITVX and will review its agency roster.
Digital and social insights:
- YTD spend: £3.8m (777.7m impressions)
- YTD purchase channels: Programmatic (85%), direct (15%), ad network (<1%)
- YTD ad locations: YouTube (67%), dailymail.co.uk (24%), Facebook (3%), Instagram (2%), TikTok (<1%)
- YTD social post type: Carousel (42%), video (30%), image (28%)
- H1 2024 spend: £3.7m (734.1m impressions)
- H1 2023 spend: £1.4m (317.7m impressions)
- Full 2023 spend: £2.3m (567.9m impressions)
Current agency roster:
- Somethin’ Else: Social
- EssenceMediacomX: Media
- Uncommon London: Creative
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