A Move Back -- Or Forward? Trad Ad Spend Forecast To Increase

After a decade of decreases in traditional ad spending, marketers are predicting an increase of 1.4% to 2.9% in traditional media, according to data from the 28th Edition of The CMO Survey.

Companies that earn 100% of sales through the Internet are leading the charge, predicting an 11.7% increase in traditional ad spending over the next 12 months.

At the same time, marketers are increasingly frustrated by the noise of online marketing. A HubSpot survey found that 57% of readers disliked ads that played before a video, and 43% didn’t watch them.

Research from Ebiquity suggests that traditional channels—TV, radio and print—outperform digital channels in terms of reach, attention and engagement, relative to costs. Amplifying the difference, online advertising costs have increased while costs for traditional media have fallen.

A Marketing Sherpa survey also found that the top five most trusted advertising formats are traditional. Those include print advertising (82%), TV advertising (80%), direct mail (76%) and radio (71%).



As Google prepares to phase out third-party cookies on Chrome browsers by late 2023 and Apple implements changes to its iOS14 OS, the death of cookies appears imminent.  The CMO Survey found 19.8 % of companies invested more in traditional advertising as a result.

Marketers appear to be returning to traditional media by default, rather than a deep conviction. In a 2019 survey by the American Association of Advertising Agencies, 96% of respondents said they don’t trust advertising.

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