“Brands can’t afford the risk of a spray and pray approach to campaigns”: 25 marketers on the outlook for adspend
After the news that adspend forecasts are downgraded for this year and next, marketers reflect on the need to embrace emerging technologies and measure and account for every penny of spend, while making sure they don’t blink in the face of uncertainty.
The good news – advertising investment is still set for growth. The more cautionary tale is that the outlook is downgraded from three months ago, and we still face uncertainty on costs and consumer confidence.
However, the latest Advertising Association/WARC Expenditure Report highlights boosts to online advertising, video on-demand and recovery in out-of-home and cinema, while also considering this Christmas to reach the festive season’s highest level of investment.
PMW reached out to the industry to get the leading commentators’ thoughts on what lies ahead – and what marketers need to do to make the most of opportunities ahead.