Shift from traditional advertising to native set to accelerate – PwC

Spend on traditional media advertising will continue to slide as companies direct more of their marketing budgets online, including their own internal direct-to-consumer channels, PricewaterhouseCoopers has predicted.

The move is putting increasing pressure on already-struggling media owners, with two out of three marketers saying money is being switched from ‘bought’ to ‘owned’ channels.

PwC’s Megan Brownlow

According to PWC’s annual Australian Entertainment and Media Outlook report, one in four marketing departments are now spending between 20 per cent and 30 per cent of their cash “building and maintaining their own channels”.