Christian Polman commented on the latest Advertising Association/WARC Expenditure Report, saying:


It’s great that brands continue to invest in marketing despite a potential economic downturn and the ongoing uncertainty around Brexit. It’s been shown time and again that those who continue to invest in their brand through downturns will stand the best chance of weathering an economic storm.


The latest AA/WARC figures also highlight that brands continue to diversify spend, in particular leveraging the digital offerings for traditional media such as VOD, Digital OOH, digital Newsbrands, and Online Radio. This is partly driven by increased scrutiny on the digital trading ecosystem, with particular concerns around brand safety – an area where traditional media players tend to have a stronger offering.


As brands continue to diversify spend, they should not lose sight of the need for appropriate creative for the medium in order to generate the greatest effects.


To read the article in full on Mediatel, please click here.

First featured on 29/10/2019.

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