The majority of budgets geared towards brand awareness continue to prioritise linear television over online video, all the more as multi-screen access and OTT distribution help traditional broadcasters reach new audiences, according to a report, Global Advertising Forecast – 2010-2023, from advisory firm Strategy Analytics. As evidence for these forecasts, the research noted that major advertisers have shifted ad spend away from digital advertising towards TV, audio and ecommerce, citing digital advertising’s lack of efficiency and concerns over brand security and fraud.
Key highlights include:
“With consumers increasingly watching video across platforms, including mobile devices and connected TV screens, audience measurement agencies are evolving their tools, however, cross-device measurement solutions are still geared towards reach-based metrics, and in a fragmented online world, no media can provide reach better than television,” noted Michael Goodman, Director, Television & Media Strategies.
“While concerns about brand safety, viewability, fraud, and the impact of GDPR will be address by digital advertisers, traditional TV ad sales will continue to dominate for the foreseeable future,” added Nitesh Patel, Director, Wireless Media Strategies.
Strategy Analytics uses key supply side inputs for historic performance and future market expectations include ad spend by category and macro-economic conditions. TV advertising includes ad spend on linear broadcast and cable channels while digital video ad spend includes online and mobile.