MediaBuyerPlanner: A general climate of discontent with the current state of media among advertisers may lead to big-brand marketers shifting large portions of their budgets – as much as 50 percent to 60 percent – online, says Nick Brien, worldwide CEO of Universal McCann.
The discontent is due to increasing viewer fragmentation, disruptive technologies and a resulting decrease in ROI, writes MediaPost.
TV may be the most affected by the shift, with 42.4 percent of the largest companies telling BusinessWeek that TV would take the biggest hit in ad budgets in the next few years.
Speaking at an Interactive Advertising Bureau conference on Monday, Brien also disputed Maruice Levy’s stated belief that the industry is approaching the same hyper-inflated economics that led the bust in 2000-01. “He doesn’t give enough credit to the serious ad dollars being redirected to growing audiences online,” Brien said.
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