LONDON, Friday: Bad news for digital ad spending may be good news for old-school advertising agencies, according to The Financial Times.
“Recession fears have prompted companies to curb online ad spending,” the UK news service reports.
“Jitters are reflected in share prices at Interpublic and Omnicom of the US, and France’s Publicis.
“Traditional agencies are proving more resilient than pessimists imagined.”
“But the sector looks less exposed than the tech giants. Both Apple and Google have introduced new privacy features that make it harder for advertisers to harvest data for targeted ads.
“Some brands have turned to traditional agencies to help.
Digital advertising will continue to gobble up big chunks of adspend – but traditional agencies are proving more resilient than pessimists imagined.”
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