Media owners urged to up investment in personalisation or face limited ad growth

Starcom Media FuturesMedia owners are being warned that they need to increase their investment in personalisation and technologies that improve consumer experience, or else face declining advertiser revenues.

The SMG Media Futures 2016 survey highlights some major discrepancies between the level of expected growth in some media compared with advertiser expectations, with the likes of the outdoor industry, which saw strong growth in 2015 hoping for 7.6% growth, while advertisers are projecting only 1%.

Source: SMG Media Futures Survey. Click to enlarge.

Source: SMG Media Futures Survey. Click to enlarge.

Radio and television also face disappointment according to the report with radio owners projecting 4.2% growth compared with 0.1% from advertisers, while TV – hoping for 0.5% rise – is expected to see a spending drop of 2.5%.

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