Michael Rich
Sep 18, 2017

The digital ad era comes to an end

To get the best value from advertising, brands must look beyond plugging money blindly into a narrow digital advertising strategy.

The reign of digital advertising is coming to a close. After years of myopic focus on programmatic, paid search and social media, today some of the world’s biggest brands are slashing their digital advertising budgets. In July 2017, Procter Gamble announced a plan to cut up to US$140 million in digital ad spending due to brand safety concerns while data from MediaRadar indicates that Unilever reduced its digital advertising budget 59 percent between January and May...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
New study highlights destinations for accessible meetings
Premium
18 hours ago

New study highlights destinations for accessible ...

Four key Asia-Pacific cities found to “have innovated and adapted”.

Premium
Why the events world struggles with talent
Premium
18 hours ago

Why the events world struggles with talent

Event360 recap: Challenges in attracting and retaining talent in the industry.

Premium
Lexus launches ad scripted entirely using AI
Premium
18 hours ago

Lexus launches ad scripted entirely using AI

Spot is directed by Oscar-winning Kevin Macdonald.

Premium
Agency of the Year Awards 2018 shortlists released
Premium
19 hours ago

Agency of the Year Awards 2018 shortlists released

See the shortlists for the five Agency of the Year regions and the Network of the Year awards, and find information on attending the awards presentations in December.