Digital's Sudden Deceleration: GroupM Reveals Why It's Inevitable, Not Necessarily Bad

The bad news is that digital ad-spending growth is beginning to “decelerate,” according to an insightful analysis from GroupM’s intelligence unit. The good news is that it’s a natural reaction to the marketplace expanding so fast in recent years, and it also represents an opportunity for marketers to negotiate better …

1 comment about "Digital's Sudden Deceleration: GroupM Reveals Why It's Inevitable, Not Necessarily Bad".
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  1. Ed Papazian from Media Dynamics Inc, May 7, 2019 at 10:41 a.m.

    Other factors include the many problems which digital media are facing---lack of ad visibility, fraud, extremely high costs of buying and servicing buys, ad blockers,etc.---that have only been recognized by major TV advertisers in the past few years, plus the failure to topple TV and grab most of its branding ad dollars---as many digital media were anticipating. Sorry, most of the eyeballs have remained with "linear TV" which is evolving to the point where it is now challenging SVOD competitors with a host of streaming options.

    While I agree with most of what Brian says, I should point out that digital media may be "dominant" for direct response advertising and related functions---but not for branding, where it is still dwarfed dollar-wise---by "legacy media". We've got to remember that distinction. Pure branding campaigns are still mostly maintained in TV, magazines and radio. Whether that will change radically in the future---and it might--- remains to be seen.

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