There are two narratives that have been emerging about digital advertising.
One is that it’s not working as well as advertisers had hoped. They’re moving money back to television, where they see better return on investment and don’t have to worry about issues like click fraud and viewability.
And there’s been some evidence of that in monthly ad spending reports, which suggest TV has slowed its ad spending slide.
But there’s also an opposing narrative, reflected in the latest advertising forecast from Magna Global. It is this: Digital may have its woes, but its growth is virtually unstoppable. Any move back to TV is just a reactionary hiccup, not a longer-term trend.