Could con­cerns over too much tech see ad­ver­tis­ers move their spend back to print?

STUART RUTHERFORD MAN­AG­ING DI­REC­TOR ZENITH NEW ZEALAND

New Zealand Marketing - - Shorts -

De­spite some grow­ing in­dus­try spec­u­la­tion about a slow­ing of dig­i­tal ad­ver­tis­ing bud­gets, I see no ev­i­dence that ad­ver­tis­ers are shift­ing bud­gets away from on­line. By con­trast, its share of global ad­ver­tis­ing ex­pen­di­ture con­tin­ues to rapidly rise, fore­casted to hit 44.6 per­cent of global ad spend by 2020. The con­cerns we have seen from large FMCG multi­na­tion­als and oth­ers re­lat­ing to brand safety and corporate re­spon­si­bil­ity are valid and yet they sim­ply will not stop the tech and dig­i­tal jug­ger­naut, and we cer­tainly will not see them shift­ing large spend back into tra­di­tional print chan­nels. Ad­ver­tis­ers’ pro­gres­sive use of data, tech and dig­i­tal in­sight within the con­sumer jour­ney has been proven to link brand ex­pe­ri­ence with brand growth. And yet while tech and dig­i­tal play­ers con­tinue to pro­vide more data and au­di­ence tar­get­ing than we know what to with, a trend over the last cou­ple of years has seen brands use dig­i­tal in a more tra­di­tional bal­anced man­ner, e.g. a shift within the likes of Face­book to reach and fre­quency to gain broad reach along­side highly tar­geted buy­ing.

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