Ad spending will likely continue to shift to digital over time. Nearly all respondents in the study said they expect digital advertising to comprise more than 50% of their total marketing budget within the next two years. Some said that digital could account for as much as 60% of their advertising budgets.
The move toward digital is driven by a few factors. The biggest reason, according the report, is the lure of greater returns. Ad buyers polled say they believe that the convergence of digital and traditional advertising, and the large amounts of data that are available, will help them target an audience with even more accuracy. Respondents said that doing so will lead to greater returns on their ad investments.