Kantar Media Confirms Ad Dollars Are Moving To Digital Media
March 19, 2015 at 7:41 AM (PT)
More ad dollard continue to move to digital media, as "the country’s largest marketers are slashing their advertising budgets as they shift a larger portion of their spending to digital, according to new figures released on WEDNESDAY," reports THE NEW YORK TIMES.
The report notes, "the 10 biggest advertisers cut spending by 4.2% in 2014, to $15.3 billion from $16 billion a year earlier, according to the latest report from KANTAR MEDIA, a research firm owned by the advertising conglomerate WPP. PROCTER & GAMBLE, the top advertiser, lowered its ad spending in 2014 by 14.4%, bringing its expenditures to $2.6 billion, the report showed."
“Large advertisers in particular are the ones that are most aggressively moving budgets into digital, and the cost efficiencies of digital advertising enable many marketers to buy more for less,” KANTAR MEDIA NORTH AMERICA Chief Research Officer JON SWALLEN told the paper.