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In 2009 the Advertising Association reported that ad spend fell off a cliff - down by 10% with the only bright area being online advertising growing.

Now we're back in growth the Advertising Association has reported that ad spend is unsurprisingly growing too with an 11.5% growth in TV alone. Interestingly digital spend has slowed in the area of traditional display with more money being placed in online video content, product placement and sponsorship.

So what? Well no surprise that in times of financial uncertainty spending your money where you can measure the clicks makes some of sense. However the plethora of accidental fat thumb clicks now generated by paid for banner ads on supposed content sites aimed at what appears to those with low self-esteem (tricks to lose weight fast!) rather than qualified potential customers means that brands are turning back to the less well tracked but guaranteed quality arenas of TV, radio and film.

This is no bad thing. Where you advertise says something about your brand along with what you advertise. Content is king, whether by choosing to place your brand between high quality proven content on TV, radio or in the press or by creating your own content with well-thought out, credible, engaging advertising creative.

Joe

Last Updated: 28/04/2016
Author: Joe Chetcuti

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