Of 310 media planners asked where they saw ad spending trends headed over the next three years, 59% said they expected the share devoted to TV to fall, while spending on other screens -- including mobile and digital place-based media -- is set to rise.
Over the next three years, planners estimated that mobile ad spending will increase by 86%, online spending will rise 67%, and digital place-based media spending will increase 36%. Currently, 50.4% of planners aid they recommended media plans incorporating digital place-based media, up from 45.9% last year.
The DPAA survey also found that programmatic already figures prominently in media planning, with 88% saying they are currently buying ads programmatically for all of their brands. Among planners that are buying ad dollars programmatically, programmatic currently accounts for 28% of their total ad budget, but this is expected to rise to 48% of total budgets three years from now.
Two-thirds (67%) said they would be more likely to recommend digital place-based media that was available through programmatic channels.
The projected decline in ad spending goes hand in hand with a perceived drop in TV’s effectiveness as an ad medium: Whereas 68% of media planners gave TV high marks for effectiveness today, just 49% said they believed it will still be as effective three years from now.
For planners who included digital place-based media in their recommended plans, 62% cited its capabilities for geotargeting, 57% cited its ability to reach a specific audience, and 50% cited its ability to reach consumers on the path to purchase.