Digital ad spend set to slow as brands focus on real-world activities

Kantar report finds companies are moving back towards traditional platforms

22nd December, 2019
Digital ad spend set to slow as brands focus on real-world activities
Mitchell O’Gorman of Kantar Ireland believes more traditional advertising platforms offer a “safe space” for brand-building.

The year ahead could bring a slowdown in digital advertising spending as brands seek to balance their digital presence with more real-world experience. That is according to the 2020 Media Trends and Predictions report released this month by Kantar, the research agency.

Duncan Southgate, of Kantar, said a growing number of companies that prioritised online advertising would seek to “bring their brands to life in the real world” to build closer connections with consumers.

...

Subscribe from just €1 for the first month!

Currency

What's Included

With any subscription you will have access to

  • 971569B3-2C5E-4C45-B798-CEADE16987A8

    Unlimited multi-device access to our iPad, iPhone and Android Apps

  • 099C8662-C57C-42F2-9426-F2F90DF17C8F

    Unlimited access to our eReader library

  • 198AE43B-B9CF-4892-8769-D63C2104BA08

    Exclusive daily insight and opinion seven days a week

  • D8F37B78-25E4-4E4A-A376-4F5789B1564A

    Create alerts to never miss a subject that matters to you

  • B15F2521-37CD-4E02-B898-730A20D39F7F

    Get access to exclusive offers for subscribers on gifts and experiences

  • A564FE02-1AB8-4579-AF9D-BA32A2E5ACA7

    Get content from Business Post, Business Post Magazines, Connected, Tatler and Food & Wine

Share this post

Related Stories

Willie O’Reilly: Why we need roaming for our holiday viewing

Willie O’Reilly: What have the Romans ever done for our entertainment? Quite a lot actually

Ireland’s media habits returning to normal after a ‘skewed’ 2020

Pandemic boom sees media insights service turn its first profit