"It's the second time the group - called Advertising: Who Cares? (AWC) - will have met. Since the first gathering a little over a year ago, the movement has gathered 70 active members working across nine 'workstreams' and 700 signed-up supporters. Those nine workstreams include evolving agency business models, the shifting role of adtech, trust and the future of creativity."
"Media budget allocation isn't quite a zero-sum game, although it sure can look like one. As one channel becomes ascendant, another will often see losses. In recent years, cash for influencer marketing and other digital channels has risen, with corresponding losses for the likes of TV and print. Last month, Kantar found that 54% of marketers plan to increase their spend on streaming, while 26% plan to decrease spend on linear TV."
"The effect of shifts like that over the last few years: this year's edition of WPP Media's ad revenue forecasting predicts that 81.6% of all revenues will come from digital channels, with print media's share of that pie falling another 3.1%. Overall, according to the News Alliance, spend on "higher-attention channels" like news media "has dropped from 70% to 30% in 10 years.""
Advertising budgets have shifted strongly toward digital channels and streaming, reducing spend on TV, print and other high-attention media. Influencer marketing and digital formats have attracted increasing shares, with Kantar noting 54% of marketers plan to boost streaming budgets while 26% expect cuts to linear TV. WPP Media forecasts 81.6% of ad revenues will come from digital channels and News Alliance reports spend on higher-attention channels like news media fell from 70% to 30% over ten years. Advertising: Who Cares? has mobilized industry leaders across nine workstreams to propose solutions and reallocate spend toward quality publishers.
#ad-spend-reallocation #digital--streaming-growth #decline-of-traditional-publishers #industry-collaboration
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