Observed Signal · Sep 8, 2026 · Market Signal · Source: ISBA (Incorporated Society of British Advertisers) · Impact: 3.5/5
ISBA and mediasense report establishes first capability baseline for UK digital retail media networks
ISBA and mediasense have published a report establishing the first capability baseline for UK digital retail media networks, providing a new benchmark for the industry.
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Britons Prefer Commercial Media; ISBA Examines UK Retail Media Networks
A recent study indicates that British consumers are increasingly turning to commercial media as their sole source of news and entertainment, bypassing public broadcasters. This trend has significant implications for the advertising industry, as commercial media outlets capture a growing share of audience attention. In a separate development, ISBA (the Incorporated Society of British Advertisers) has released a study examining the landscape of UK retail media networks. The study provides an overview of the various retail media offerings available to advertisers in the UK market, highlighting the growth and potential of this channel. Both findings underscore the evolving media consumption habits and the corresponding opportunities for advertisers to reach consumers through commercial and retail media avenues.
Agency Fees in Creator Deals Pose Transparency Challenge
A new Future of Marketing Briefing from Digiday highlights growing concerns over hidden agency fees in creator marketing. A survey by the Incorporated Society of British Advertisers (ISBA) found that only 42% of marketers report fully transparent agency fees for creator work. Consultants like TrinityP3 warn that bundled deals can leave as little as 35% of budget for talent, compared to 60% when billed line-by-line. The Association of National Advertisers (ANA) reports agencies take an average 30% of influencer spend, with only 39% of agreements transparent. Experts argue that as creator budgets grow, the lack of itemized fees obscures value, leading to calls for greater accountability and measurement. The briefing also covers Diageo's creator recruiting strategy via Martha's Vineyard activations and other industry news.
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