More brands are investing in events – Here’s why that’s exciting

The latest IPA Bellwether Report reveals a much-needed resurgence in marketing spend in Q4 2024, following a stagnant Q3 marred by economic uncertainty. A net increase of 1.9% in marketing budgets is a welcome boost for the industry, but the real headline for us at Location Live is the standout performance of event marketing, which saw an impressive 12.3% increase – the highest of all categories. As the leading marketplace for event spaces, this growth directly impacts our business – after all, every successful event needs the perfect location, and that's exactly what Location Live provides.

For our investors, clients, and landlords, this report serves as validation of the shift we have long anticipated. While Q3 was a challenging period for many – ourselves included – the rebound in Q4 was particularly strong for Location Live, culminating in a record-breaking December. This aligns perfectly with the broader industry trends highlighted in the Bellwether findings.

Events are proving to be an increasingly vital channel for brands looking to engage audiences in immersive and meaningful ways. The 12.3% rise in event marketing spend underscores the confidence businesses have in live experiences, reinforcing the indispensable role of strategic event placement and execution. With PR (+6.8%) and direct marketing (+5.6%) also seeing notable increases, the appetite for high-impact, experience-led activations is evident.

Moreover, the preliminary data for 2025/26 budget setting indicates that Events will continue to be a key growth area, with a net balance of +15.5% of companies anticipating increased spending in this segment. This further reinforces the growing role of live experiences in marketing strategies and the demand for well-curated event spaces.

One area not yet fully recognised in the Bellwether categorisation is what we define as Live Media. While the report highlights growth across Events, PR, Direct Marketing, Sales Promotions, and Market Research, Live Media – the fusion of experiential marketing and media-driven brand engagement – remains an emerging discipline without a distinct category. This is where the opportunity lies for both Location Live and our stakeholders.

The report also highlights a cautious approach among brands towards Main Media advertising (-4.3%), with businesses shifting their budgets towards direct and measurable activations. This presents an opportunity for Live Media to bridge the gap between traditional advertising and real-world audience engagement, offering brands tangible, results-driven solutions.

We have built a platform that enables brands to seamlessly activate in high-profile spaces, leveraging live environments as powerful marketing channels. As businesses continue to expand their event budgets, we are uniquely positioned to drive forward this category and cement Live Media as a fundamental pillar of modern marketing strategy.

At Location Live, we pride ourselves on being ahead of the curve. The findings from the Bellwether Report reaffirm what we have long advocated: that brands are increasingly prioritising immersive and in-person marketing experiences. The exceptional growth in event marketing spend is proof that brands are doubling down on live activations – precisely the spaces we help source and optimise for maximum engagement.

For our clients, this is a clear indication that now is the time to capitalise on this momentum. For landlords and location providers, it signals growing demand for prime event spaces, making it more important than ever to align with the right partners to unlock maximum value. And for investors, this underscores the continued upward trajectory of experience-driven marketing, where Location Live sits at the forefront.

Looking ahead, the trend is clear: live experiences are only going to become more integral to brand strategy. The Bellwether Report forecasts further budget uplifts for 2025-26, with a net 25.6% of companies expecting to increase spend. With economic uncertainty gradually stabilising and brands seeking ever more innovative ways to engage audiences, Live Media is poised to take its rightful place alongside traditional marketing pillars.

At Location Live, we’re not just following industry trends – we’re defining them. And as the market leader in sourcing spaces for brand activations, we’re committed to ensuring our partners stay ahead in an increasingly competitive and dynamic landscape.

The rise of event marketing isn’t just good news for us – it’s a signal that the future of brand engagement is live, and we’re leading the charge.