Advertisers will increase investment in brand building over acquisition marketing next year according to new OMD chief executive, Aimee Buchanan.
“We are seeing clients really wanting to invest in the brand,” she told MCN’s Homefronts.
“Clients are definitely seeing the power of sight, sound and motion – how they engage customers in a deep and meaningful way beyond just a price point of acquisition,” said Buchanan. “TV lends itself to that, as does digital video, as does experiential.”
She also predicted potentially greater investment in owned media channels as brands, particularly retailers, look to “close the loop” on shifting product via targeted customer database communications.
In terms of paid channel spend, Buchanan predicted increased share for digital video and mobile and continued “massive growth” for out of home. TV, she said, would also hold its own.
“TV is still attracting mass audiences and we are seeing it work for our clients,” said Buchanan. “I haven’t got any major brands that are looking to pull back from that.”
See more vox pops from MCN below:
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