The future of advertising isn’t a distant concept; it’s happening right now. The latest Advertising in 2030 report from WPP Media brings together insights from over 60 global experts, and the message is clear: by the end of this decade, how we connect with customers will look very different.
For UK SMEs, this is exciting news. For investors, it’s a sign of where the smart money is going. And for us at Outrank, it’s proof that our work today prepares businesses to thrive tomorrow.
What the WPP Report Tells Us
-
Creativity is evolving. Experts agree that content will be produced faster, more efficiently, and with greater variety than ever before. For smaller businesses, access to high-quality creative no longer has to come with a big-agency price tag.
-
Customer interactions are changing. By 2030, automated conversations and streamlined digital experiences will be the norm. Businesses that can make life easy for their customers will win.
-
Personalisation is key. People want experiences that feel relevant to them, whether that’s local offers, timely services, or tailored recommendations.
-
Not all the hype will land. The big “metaverse takeover” and robots in every home? Less likely. The focus will be practical, human-first tools that help businesses and customers connect better.
Why This Matters for UK SMEs
The UK digital advertising market is booming. In 2024, spending hit £35.5 billion, almost half of all advertising, and it’s expected to nearly triple by 2030. But here’s the kicker: while big brands are investing in digital, SMEs still have a massive opportunity to grab local and national visibility.
Think about it:
- A local electrician can appear ahead of a national chain in Google searches by investing in local SEO.
- A family-run law firm can build trust faster through online reviews than larger rivals.
- A dentist or salon can use simple digital tools to handle bookings, reminders, and enquiries seamlessly.
The playing field is levelling. The businesses that move now will get ahead.
Outrank’s Approach: CTELL
At Outrank, we’ve built our strategy around five pillars: Content, Technical, Engagement, Local, Links. These align perfectly with the direction WPP’s report points us in:
- Content: Creating content and resources that connect with your audience.
- Technical: Making sure your site performs flawlessly—fast, mobile-friendly, and secure.
- Engagement: Building trust through reviews, social proof, and responsive service.
- Local: Making sure your local online footprint remains consistent, strong and continues to grow
- Links: Strengthening credibility with partnerships, citations, and community connections through genuine outreach
This isn’t theory, it’s how we help SMEs grow every single day.
The Bigger Picture
Here’s the reality: the next five years will shape the next fifty. Digital is no longer a “nice to have,” it’s where your customers are looking, searching, and buying.
And that’s why, as Stephen, CEO of Outrank, puts it:
“The next three to five years, as generative AI steps up further, will be a truly exciting time for SMEs. For the first time, smaller businesses will have the ability to challenge the stronghold larger organisations have had across all marketing channels. The opportunities for growth, visibility, and genuine competition have never been greater.”
The WPP report proves what we already know: the future belongs to the businesses that act boldly today. For SMEs, that means taking digital seriously and investing in strategies that bring real results. For investors, it’s a clear signal—SMEs are the growth engine of the UK economy, and they need partners who know how to help them compete.
At Outrank, we don’t just talk about the future. We build it. Ready to take your next step?