Where Are All the Ad Budgets Going?

Paraphrasing the legendary Pete Seeger song that was a 1962 No 1 hit by Peter Paul andamp160Mary the only major media category poised for meaningful growth is the category known as GAF amp160GoogleAmazonFacebook amp160According to the new JackMyers TomorrowToday economic data published exclusively by MediaVillage overall ad spending will vary from 2 growth to 2 declines excluding GAF Olympics and mobile into the foreseeable future with only these three companies and a handful of others see chart below able to confidently forecast growth amp160TomorrowToday is forecasting low singledigit 2018 increases for network TV heavily weighted to Olympics World Cup and to a lesser degree political spending amp160With more marketer and agency media decisionmakers anticipating budget declines than increases in their video ad budgets which media sellers are best positioned to capture growth in a challenging 20182019 competitive environment amp160Scroll down for the answerMedia executives can ask when marketers quotwill ever learnquotamp160that their growing dependence on three companies is misguided but many marketers are learning and the more they learn the more they shift budgets away from traditional media options to mobile commerce costefficient and measurable performanceandcommercebased content distributors amp160And the more they learn the more dependence they place on machine intelligence to do the learning for themMediaVillage asked 750 advertiser and agency executives how likely they are to increase their 2018 ad spend with each of 55 media companies Here are the companies among the 55 evaluated that appear to be best positioned to generate meaningful revenue growth in 2018 amp160Our analysis is based on the percentage of respondents rating each company quot5quot Definitely and quot45quot DefinitelyProbable and that do not have commensurate or greater percentages of respondents anticipating reductions in their investments with these companiesThe Jack Myers TomorrowToday Advertising Shopper Marketing and Trade Communications Spending Data and Forecast 20002020 is available at no cost to MediaVillage members and to nonmembers for 4950 amp160Downloadpurchase the report here amp160The full MediaVillage Survey of Advertiser and Agency Executives is available exclusively to MediaVillage member company executives

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Where Are All the Ad Budgets Going?

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Jack Myers

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Where Are All the Ad Budgets Going?

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Jack Myers

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