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Every UK advertising channel, in one place

Search, social, TV, radio, out-of-home and more: see how each one is priced, who it suits and what it takes to get results, before you put money behind any of them.

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The channels

How search, social, video, TV, radio, out-of-home, print, direct mail, podcast and retail media are bought, what each tends to cost, and who tends to use them.

YouTube Ads Google

YouTube Ads is the video advertising platform managed through Google Ads, enabling brands to run skippable, non-skippable, and interactive video ads on YouTube.

  • ad_formats Skippable In-Stream Ads, Non-Skippable Ads, Bumper Ads, Discovery Ads, Masthead Ads, Overlay Ads, Sponsored Cards source
  • cost_model CPV (cost-per-view) and CPM models; typical CPV $0.10-$0.30 source

Amazon Advertising Amazon

Amazon Advertising enables brands to promote products within Amazon's marketplace and across its premium properties using first-party purchase intent data.

  • ad_formats Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP, Video Ads, Audio Ads, Custom Advertising Solutions source
  • cost_model CPC for sponsored ads averaging $0.50–$3.00; CPM for display; minimum $100/day for DSP campaigns source
  • minimum_spend Minimum $100/day for DSP campaigns source

LinkedIn Ads LinkedIn

LinkedIn Ads is the B2B advertising platform of LinkedIn, enabling targeting of professionals by job title, company, industry, seniority, and skills.

  • ad_formats Sponsored Content, Sponsored Messaging, Text Ads, Dynamic Ads, Lead Gen Forms, Conversation Ads, Event Ads, Document Ads source
  • audience_reach Over 45 million members in the UK source
  • cost_model Minimum daily budget $10; typical CPC $5–$15; CPM $30–$50 source
  • minimum_spend Minimum daily budget $10 source
  • targeting Job title, function, seniority, company size, industry, and specific companies source

TikTok Ads TikTok

TikTok Ads is the advertising platform for TikTok, enabling brands to run short-form video ads to reach predominantly Gen Z and Millennial audiences.

  • ad_formats In-Feed Ads, TopView Ads, Brand Takeover, Branded Hashtag Challenges, Branded Effects, Spark Ads, TikTok Shop Ads source
  • audience_reach Around 24 million users in the UK (Kepios data analysis) source
  • cost_model Average CPC $1; average CPM $10 source
  • minimum_spend Campaign-level daily budgets must be above $50; ad-group daily budgets must be above $20 source

Meta Ads Meta

Meta Ads lets advertisers reach users across Facebook, Instagram, Messenger, and Audience Network, with targeting based on demographics, interests, and behaviours.

  • ad_formats Facebook Ads, Instagram Ads, Messenger Ads, Audience Network, Stories Ads, Reels Ads, Carousel Ads, Collection Ads, Lead Ads source
  • audience_reach Estimated audience of 2.35 billion on Facebook, 1.91 billion on Instagram, and 942 million on Messenger (Kepios data analysis) source
  • cost_model CPC, CPM, CPA models; minimum daily budget $1 USD; auction-based pricing source
  • minimum_spend Minimum daily budget $1 USD source
  • targeting Demographic, interest, and behavioural targeting; retargeting; lookalike audiences source

Google Ads Google

Google Ads is the world's largest search advertising platform, reaching users across Google Search, YouTube, Gmail, and the Google Display Network.

  • ad_formats Search ads, Shopping ads, Demand Gen and Google Display Network inventory, YouTube video, App campaigns, and Performance Max source
  • cost_model Pay-per-click (CPC), Cost-per-thousand impressions (CPM), Cost-per-acquisition (CPA); minimum budget varies by market source
  • minimum_spend No minimum spend required; advertisers control daily budgets completely source
  • targeting Keyword targeting (search intent); also supports behavioural targeting, interest targeting and conversion tracking. source

The Trade Desk

The Trade Desk is a leading independent demand-side platform (DSP) for programmatic advertising across display, video, audio, native, and connected TV inventory.

  • ad_formats Display advertising, video advertising, connected TV, audio ads, native ads, mobile advertising. source
  • cost_model Platform fees as a percentage of media spend, typically 15–20%; minimum spend generally $10,000/month. source
  • minimum_spend Minimum spend generally $10,000/month source

Spotify Ads Spotify

Spotify Ads is Spotify's advertising platform offering audio, video, and podcast ad placements to streaming listeners.

  • ad_formats Audio Ads, Video Takeover, Sponsored Playlists, Display Ads, Homepage Takeover, Podcast Ads. source
  • cost_model CPM typically $15–$25 for audio. source
  • minimum_spend Self-serve campaigns require a minimum $250 budget. source
  • targeting Target by demographics, listening behaviour, environment, and context (mood/playlist type). source