Global Ad Trends : Advertising's breaking news problem

This study from WARC triggered me in a few points. 👇

Global Ad Trends : Advertising's breaking news problem

It overviews ad spending over the years, showing an apparent decline while online remains stable or grows slightly.

It's not a big surprise, but the new ad format does not recover the budget loss in this category. 

Where is it going?

Marketing is shifting the budget from classical media spending to professional UGC (User-Generated Content). This means "digital opinion leaders" are now getting more power and funds to either be distributed by these news brands or have an outlet of their own. 

Who is in the most significant shift in the report? 

Healthcare. Especially in the US, where direct-to-consumer is a huge deal. 

Suppose your brand depends on consumers or professional news brands. In that case, it is worth checking out the shift, especially in pharma, where consumer awareness campaigns and HCP advertising are big categories for many companies.

Imagine HCPs now generating short-format content and being supported by the industry. That's new compliance and regulatory spaghetti to uncover.

By Haider Alleg