Clients are re-evaluating digital spend levels after years of increasing digital budgets, but offline channels may fail to benefit unless they can prove they shift product, according to Ikon chief investment officer Bryan Magee.
Speaking at the MCN Homefront, Magee predicted overall ad market growth in 2017. However, he suggested that the sustained deconstruction of social media as an effective advertising medium by Professor Mark Ritson has led clients to question whether their digital spend is overweight.
“There are some interesting questions [being asked] around investment levels in certain channels,” said Magee.
“There has been a lot of comment this year around Ritson, around investment levels into digital: Have people gone too far? Is it going to recalibrate and go back into offline?”
However, Magee underlined that while some clients need to increase brand budgets over acquisition in 2017, offline channels would need to prove their worth to gain any share.
“TV and content are all interesting channels” he said, “but we need to be able to measure the effectiveness of it.”
This video is part of a series from the upfronts at MCN House.
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