Buys Bounce Back to Broadcast

Are we seeing evidence of the fallout from digital ad fraud?

Digital ad spending continued to grow in March — and increased for the first quarter of 2016 — but at a slower pace.

Many advertisers who bought more digital in the past or were “experimenting” with digital media last year have cost-shifted significant dollars to broadcast television. Broadcast revenue was up 15% for March year-over-year, and finished Q1 2016 with a 10% gain on last year’s first quarter.

Broadcast Gaining Momentum Again

Advertisers pointed to several reasons for their shift; most notable among these reasons were “rampant fraud”, viewability, and ROI.

While digital and broadcast TV media both showed increases during first quarter, this information provides local media execs with a dual opportunity heading into the mid-year market for 2016.

Read the full article on Media Life.


Dave Eckstein, ESA & Company | Real. Local. Results: 2012Dave Eckstein is a Partner in the firm ESA & Company. He specializes in highly profitable market share growth for local businesses and gets a kick out of demonstrating a declining cost of customer acquisition. He plays baseball, but isn't that Dave Eckstein.

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