Last year for the first time data for the US indicated that ad spend on digital surpassed that on TV.
There are many reasons for this (such as the rise of mobile, powerful digital ad formats such as video etc.). But undoubtedly one of the attractions is digital’s ability to deliver measurable performance-based product-led advertising – designed to generate online sales and conversions. This has contributed to brands (ranging from consumer packaged goods to fashion brands) spending a growing proportion of budget on product-led digital ads instead of devoting greater amounts to generating brand awareness via TV and bill boards.
