As research is being done to discover what will be trending in 2016, one would find it puzzling if digital advertising or some component of it wasn't near or at the top. Yes, 2015 was full of digital news, from brands challenging agencies to see what's behind the curtain of media spending to brands and agencies looking at newer tools like virtual and augmented reality.
VentureBeat published an article about RSW/US's report on advertising trends in 2016, and to no one's surprise, agencies are all about the digital media. Not only that, but the agency respondents are leaving traditional media, even planning on decreasing that budget so they can spend more on digital.
According to the report, however, brand marketers are still a little skittish when it comes to digital.
Who can blame them? When you look at the two environments — the traditional media versus the digital media — traditional seems so much safer. Analysts have had decades perfecting measurement and tracking, and digital seems so cluttered and disorganized that it’s easy to see how a CMO would be more inclined to spend more on traditional than digital.
Perhaps those who stay the course on traditional may grab bigger pieces of the media landscape as others leave in droves to the massive, albeit fragmented, digital universe.
Whatever the case may be, it seems that brands and agencies will continue to have conversations over spending on digital and mobile advertising. Hopefully, in the new year, these two parties can play a little bit nicer.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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