The ad-to-sales ratio of 25 U.S. advertisers declined more than half a percentage point to 5.5% in the period between 2019 and last year even in the face of robust global advertising revenue,
according to WARC, Marketing Dive reports. Consumer goods were the outlier. "The expansion of digital platform spend by smaller businesses and cross-border e-commerce sellers is by far outpacing
growth in ad investment by big brands," said Alex Brownsell, head of content for WARC. "This has major implications for the ecosystem of agencies and vendors operating in the enterprise market."
Read the whole story at Marketing Dive »