From TV to short-termism? Discussing 2023 ad budgets with the attribution experts
UK advertisers are planning to cut-back on offline media in favour of digital spend, as the recession puts increased pressure on budgets. This is according to research from ISBA and Ebiquity, who surveyed 59 brand advertisers (which included three of the UK’s top 10 by spend and 11 of the UK’s top 50).
Sixty nine percent of respondents agreed that 2023 budgets are under heavy scrutiny, resulting in nearly 40% of respondents planning to cut offline investments next year, such as TV, print, and out-of-home. In contrast to this, only 20% were planning to cut digital budgets. Fully 33%, on the contrary, are planning to increase spend in digital channels such as paid search, social, and connected TV, but only 20% said the same of offline budgets.
Nikki Gilliland spoke to a few people in attribution and media optimisation about what’s happening in advertising right now, and how this might impact the over-arching goals of digital media spend. |
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