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.
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 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.