Top UK Brands Spending in Digital: Q4 2024

October 2, 2024

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. Keep reading to discover the top five UK brands that are leading the charge in digital spending this quarter and what strategies they’re employing to maximize their reach and impact. Whether you’re in media, advertising, or marketing, these insights will help you stay in the know and spot new opportunities.

1)  Tesco Mobile Ltd

Digital: £16.78M
Media Spend: £55.4M
Location: Welwyn Garden City

Tesco Mobile is a division of Tesco Plc that provides mobile phone services through a partnership with telecommunications giant 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, but we’re watching and will keep you posted. Tesco Mobile — primarily targeting Millennials and parents — will likely 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%), and Facebook (4%)
  • YTD social post type: Image (73%), video (23%), and 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

2)  TotalJobs Group

Digital: £16.5M
Media Spend: £16.5M
Location: London

As a division of StepStone, Totaljobs Group operates several recruitment/job board websites, one of the largest of its kind in the UK and Europe. The job board recently skyrocketed its digital display, spending £598.7k YTD and £71.4k during the same period of 2023. The company, which targets businesses, Gen-Z, Millennials, and Gen-X, will likely increase spending (especially since it typically spends the most during the back half of the year) and review its agency roster. Digital accounts are especially vulnerable since digital accounts seem to be a priority now.

Digital and social insights

  • YTD spend: £598.7k (192.4m impressions)
  • YTD purchase channels: Google DV360 (76%), Criteo (17%), and Google Display Network (4%)
  • YTD ad locations: dailymail.co.uk (17%), rightmove.co.uk (3%), readytogo.net (3%), mirror.co.uk (2%), and 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

3)  Vodaphone

Digital: £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 telecom group markets its products and services internationally. It just 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 serving 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.

We told you about Chief Brand Officer Maria Koutsoudakis in June. The company also recently appointed a UK CEO and shot up digital display spending, with Leo Burnett picking up UK creative in January. The company will likely 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%), and Ad Network (<1%)
  • YTD ad locations: YouTube (26%), Facebook (17%), x.com (13%), dailymail.co.uk (9%), and Instagram (8%)
  • YTD social post type: Image (53%), carousel (26%), and 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

4)  Volvo Cars UK Ltd

Digital: £5.43M
Media Spend: £13.1M
Location: Maidenhead

Volvo Car UK Ltd is a multinational automobile manufacturing company. The company provides 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 it has increased since 2022. Last October, we told you about UK Managing Director Nicole Melillo Shaw and Global Marketing Head Gretchen Saegh-Fleming. The company, which targets Millennials with a male skew, will likely continue to increase spending — especially in digital media, and review more of its agency roster. It’s already launched a global media review because digital accounts are especially vulnerable.

Digital and social insights

  • YTD spend: £8.6m (1.8bn impressions)
  • YTD purchase channels: Direct (89%), Display & Video 360 (10%), and Taboola (<1%)
  • YTD ad locations: Facebook (35%), Instagram (30%), YouTube (21%), rightmove.co.uk (6%), and TikTok (3%)
  • YTD post types: Link (34%), video (28%), Reel (14%), photo (12%), story (10%), and carousel (2%)
  • YTD YouTube video duration: 15 seconds (72%), 10 seconds (24%), and 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

5)  ITV Network

Digital: £4.87M
Media Spend: £56.62M
Location: London
 ITV Network is a broadcast media company that operates commercial channels for traditional broadcasting and produces 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. The role is meant to unite marketing functions in order to grow audiences and revenue. She will spearhead brand, marketing, insights, digital product, subscription, and distribution. Before becoming the CMO in December 2020, she worked as the company’s media director.
Targeting Millennials and Gen-X, ITV will likely update marketing strategy — brand media has risen since 2022, YTD digital media has surpassed 2023’s investment, and the company recently announced huge investments in ITVX — and review its agency roster.

Digital and social insights

  • YTD spend: £3.8m (777.7m impressions)
  • YTD purchase channels: Programmatic (85%), direct (15%), and ad network (<1%)
  • YTD ad locations: YouTube (67%), dailymail.co.uk (24%), Facebook (3%), Instagram (2%), and TikTok (<1%)
  • YTD social post type: Carousel (42%), video (30%), and 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

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