U.S. Media Spend Up 7% In 2016
by Wayne Friedman, of Media Post
While digital media was again the star performer among all media categories, it was only up 13.3% for the year. In 2015, it was 50% higher over 2014. When taking out the two biggest digital media platforms — Facebook and Google — from the digital media category, the sector’s growth dropped to a gain of 8.7%.
In particular, digital media suffered in the fourth quarter, rising only 7.1%. Retail and telecommunications marketers cut back digital media, as retail digital spending dropped 3.5% and telco digital spending was cut down by 2.4%.
Where did those media dollars go? Back to TV.
James Fennessy, CEO of SMI, stated: “Retail, telcos, and consumer electronics [marketers] have not seen the outcomes they expected from digital and have moved back to the medium they have trusted for decades.”
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