Evangelos Sideras shares his views on the adspend growth in the UK in Q1
“To see that cinema was the only non-digital medium to grow in the quarter only emphasises the fact that digital is surpassing traditional mediums”
Evangelos Sideras, joint managing director, UK at Media iQ, shares his views along with other industry experts on the growth of adspend in Q1.
Despite adspend at its slowest rate, it’s encouraging to see that digital spend is on the up. Digital advertising presents so many different opportunities it’s unsurprising to see budgets continue to be pushed in that area. To see that cinema was the only non-digital medium to grow in the quarter only emphasises the fact that digital is surpassing traditional mediums. But, with data available from so many sources there is scope to drive this into each and every advertising channel.
Data is more often than not used to inform campaigns across digital alone. But, with mediums such as TV on the decline, we have the chance to turn this around by opening up planning conversations. Each medium presents an opportunity for planners to utilise data insights. From interests to habits, any information about an audience is useful in generating the most targeted campaign possible to increase consumer engagement, drive awareness and ultimately deliver business transformation.