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.


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