A view from Christian Polman, Chief Strategy Officer, on the recent AA/Warc adspend report has been featured on Mediatel.
In this article, Christian provided his view on the latest data from the Ad Association and Warc, which shows that UK adspend rose 6.3% year-on-year to reach £23.6bn in 2018, marking the ninth consecutive year of market growth and highest annual total since monitoring began in 1982.
While headlines may focus on this (pleasing) growth in adspend, there’s devil in the detail: most of the growth was in sales-focused channels like search and online display, channels where there can be sizeable variation in ROI. Brands need to ensure that they don’t lose sight of long-term brand building as a consequence.”
To read the article in full on Mediatel, please click here.
First featured on 30/04/2019.