"plenty of media heads will see in the numbers another small step in a direction that erodes spend on traditional, high-quality channels and favors the rapid results of digital channels. Here are two data points that tell that longer-term story: Warc estimates that $16bn in ad spend has been pulled from quality publishers in recent years, while WPP Media this year added up that 81.6% of all ad revenues coming from digital channels."
"It's concerns like these that led veteran media men Brian Jacobs (vet of Leo Burnett Universal McCann) and Nick Manning (the "Manning" in Manning Gottlieb) to set up Advertising: Who Cares? some 18 months ago. Their goal is to unpick the complicated thicket of organizational structures, incentives, players and data behind a media landscape in which they see increasing opacity and complexity, decreasing trust, and roadblocks to the virtuous cycle of quality media and quality advertising on which the modern ad business was built."
IPA Bellwether data show cautious optimism for media budgets, with marketing leaders reporting increased budgets for a second consecutive quarter (net balance +3.6%) after a tariff-related Q1 dip and a Q2 bounce-back. Spending shifts favor short-term channels such as direct marketing, while main media categories stagnate and longer-term efforts like market research face substantial cuts. Warc estimates $16bn has been pulled from quality publishers in recent years; WPP Media reports 81.6% of ad revenues now come from digital channels. Concern over opacity, complexity and falling trust prompted Brian Jacobs and Nick Manning to found Advertising: Who Cares?, now a movement with about 70 active members and 700 supporters that recently held its second annual Summit in London.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]