The Great British Business Show 2025: Insights on Digital Advertising & Business Growth from Manish Mak, CEO of Formula Media

Digital Advertising Insights from the 2025 Great British Business Show

In the ever-evolving world of business, staying ahead of the curve isn’t just about adopting new technologies—it’s about understanding the purpose behind them. This year, The Great British Business Show 2025 offered just that: a platform for thought leaders, innovators, and growth-driven professionals to come together, exchange ideas, and inspire each other. Attending the event was a humbling reminder of how much possibility lies within our grasp, especially in the realm of digital advertising and the opportunities it opens up for UK businesses. Reflecting on the show, I’m eager to share some of the standout insights and ideas that continue to shape the future of business and digital advertising in the UK.

Digital Advertising in the UK: Building Brands with Purpose

Digital advertising today goes beyond selling a product or service—it’s about creating connections that resonate with audiences on a deeper level. A keynote that resonated with me at the show was from a marketing visionary who spoke passionately about the shift from transactional to transformational advertising. He argued that brands with purpose—those that are authentic and transparent—are the ones winning over UK consumers today.

The power of purpose-led branding lies in its ability to build long-term loyalty. Consumers today expect more from brands than just products; they want brands that stand for something. When digital advertising is aligned with a brand’s core purpose, it not only captures attention but also earns trust. As marketers, it’s crucial to keep this shift in mind and to ensure that each campaign speaks to the values our brands represent. At Formula Media, we see this as an opportunity to create campaigns that not only deliver results but also create meaningful connections with our clients’ audiences.

Emerging Trends in Digital Advertising Technology

The Great British Business Show also showcased some of the most exciting advances in advertising technology, particularly around AI-driven analytics and personalisation. With the rise of generative AI tools and automated ad targeting, the precision and effectiveness of digital campaigns are reaching new heights. One standout session revealed that, by 2025, nearly 60% of ad spend will be managed by AI systems that understand customer behaviours and preferences with unparalleled accuracy.

This level of personalisation brings incredible opportunities for UK businesses to enhance customer experience. For instance, AI allows marketers to create personalised ad journeys that adapt to individual user actions in real-time, creating a more engaging experience than static ads ever could. The future of advertising lies in these innovations, enabling brands to connect with consumers in ways that are increasingly relevant and impactful.

At Formula Media, we’re excited to be at the forefront of integrating AI into our digital strategies. With every campaign, our aim is to use AI not merely as a tool for efficiency but as a bridge to understanding what our clients’ audiences truly want and need.

Social Media Advertising in 2025: Finding Balance in Authenticity and Reach

As social media platforms continue to dominate, the challenge for businesses has shifted. The focus now is on finding a balance between authenticity and reach. A popular keynote on this topic emphasised that while reaching large audiences remains essential, today’s consumers are increasingly sceptical of over-polished, overtly promotional content. Instead, they crave authenticity and transparency.

This trend requires a rethink in how we approach social media advertising. Rather than pushing perfectly curated ads, brands are finding more success in raw, honest, and relatable content. This doesn’t mean a complete departure from polish, but rather a conscious effort to show a brand’s human side. At Formula Media, we’re encouraging our clients to embrace this shift by crafting social media strategies that highlight their brand story and culture, rather than relying solely on polished product promotions.

Keynote Takeaway: The Customer-Centric Future of Business

One of the most inspiring keynote speeches at The Great British Business Show came from a renowned strategist who highlighted a clear message for businesses in 2025: The future is customer-centric. The days of one-size-fits-all are long gone. Instead, customers are at the heart of every successful business strategy.

Businesses that succeed today understand that customer needs, preferences, and values are constantly evolving. To thrive, they must adapt and engage directly with their customers, collecting feedback and iterating on their offerings accordingly. Digital advertising in 2025 will play a pivotal role in this shift by providing valuable data on consumer preferences and behaviours. However, as marketers, we must go beyond data and focus on delivering meaningful experiences.

Digital Transformation and the Role of Small and Medium Enterprises (SMEs)

The Great British Business Show is particularly inspiring because it celebrates SMEs as the backbone of the UK economy. Many sessions explored how SMEs are uniquely positioned to drive digital transformation and innovation. Without the complex bureaucracy often found in larger corporations, smaller businesses can more readily adopt new technologies and shift strategies.

One particularly insightful panel discussed how SMEs can leverage digital tools to compete with larger brands. From e-commerce platforms to CRM software, these tools enable SMEs to create seamless customer experiences. At Formula Media, we’re committed to helping our SME clients navigate this digital transformation by providing solutions that are both accessible and impactful.

Looking Ahead: The Future of Digital Advertising in the UK

As I reflect on The Great British Business Show 2025, it’s clear that digital advertising is at a pivotal moment. Technology is rapidly advancing, but the most successful campaigns remain rooted in a commitment to authenticity, purpose, and customer-centricity. Brands in the UK have a unique opportunity to leverage these trends, aligning their strategies not just with what’s possible, but with what truly matters to their audience.

At Formula Media, our mission is to guide clients through these changes, ensuring that every campaign we launch is as meaningful as it is effective. The Great British Business Show reminded me that while digital advertising is a powerful tool, its true value lies in its ability to create connections that matter. This event has left us inspired, equipped, and ready to embrace the future of UK business and digital advertising.

FAQs

What are the top trends in digital advertising in 2025?

The top trends include AI-driven personalisation, purpose-led branding, and authentic social media engagement. AI enables highly targeted, relevant campaigns, while purpose-led branding and authenticity in social media allow brands to build trust and meaningful connections with audiences.

How are SMEs benefiting from digital advertising advancements?

SMEs benefit by using digital tools to create seamless customer experiences and compete with larger brands. Digital advertising platforms and CRM systems are more accessible than ever, allowing SMEs to reach targeted audiences efficiently.

What role does purpose play in UK digital advertising?

Purpose-led brands resonate more deeply with UK audiences, creating long-term loyalty. Purpose-driven advertising builds trust by aligning campaigns with a brand’s values, which is becoming essential for consumer engagement.

How is AI influencing digital advertising in the UK?

AI is transforming digital advertising through data-driven personalisation, helping brands understand and anticipate customer needs. AI-managed ad spend is also increasing, making advertising more efficient and effective in reaching target audiences.

What is the importance of authenticity in social media advertising?

Consumers today are increasingly sceptical of overly polished ads. Authentic content that reflects a brand’s human side is more relatable and builds trust, which is crucial for social media success in 2025.

How can UK businesses remain competitive in digital advertising?

To stay competitive, UK businesses must focus on customer-centric strategies, leverage AI for personalisation, and remain true to their brand purpose. Embracing innovation while staying authentic is key to standing out in a crowded market.