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

STUART RUTHERFORD MANAGING DIRECTOR ZENITH NEW ZEALAND

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.