While 2016 was an anomaly as an Olympic and Election year, there is an undercurrent in the marketplace that ad spend in 2017 may be uncertain in a different way with the new, somewhat unpredictable administration in town. For example, it is possible that ad spend by organizations and associations will continue to grow as "campaigning" may continue even further past the election and pharmaceutical spend may also rise as President Trump has an open relationship with DTC. The political climate aside, with the digital advertising industry fighting concerns ROI is reaching an inflection point it is possible that advertisers will return to television en force, shaking up ad spend even further.
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