今天，明天和未来. 数字化将继续存在

Given all the furore in the media about 数字 advertising, you’d be forgiven for believing our industry isn’t in the best health. But from where we’re sitting, the future’s looking pretty rosy. Digital is growing, adapting and improving, just as it should, and here’s why. 

We doubt anyone in advertising escaped P&G’s 马克·普里查德 urging the industry to clean up 数字. After reducing spend, it’s now reported that cutting 数字 marketing spend by $100m has had 对P值没有影响&G业务.

Now, you could read this one of many ways

1) that 数字 advertising is completely ineffective, but we’d counter that one - brands aren’t going to spend £10.30亿年 [1] 在行不通的事情上，

2) that some of the 数字 spend was less effective and this is what was cut when the budget was reduced – otherwise known as efficiencies and seeing what works - which in our mind is a good thing,

3) that 数字 advertising is indeed effective, but the negative impact of reducing spend will almost certainly take longer than three months to play out. 

Either way our view remains that P&G’s stance was good for the industry. It’s making everyone focus on what’s working and moving us on from the cheapest price and a race to the bottom. 我们也相信 阿迪达斯的立场 moving more budget to 数字 is good for the industry. There will always be brands doing things differently to win customers and build brands and we applaud both.

There’s another reason we think knocking 数字 is a dangerous place to play. It may not be so easily measured in straight sales, but no brand in their right mind would wish to be completely absent from a place where so many people spend so much time. We’d argue a brand’s reputation among young, savvy populations of the future would be diminished by a long term no-show.

超越我们所相信的, there’s some irrefutable evidence to show that 数字 is growing and helping to not only sell stuff but also to build brands, 与当前的评论相反.

Firstly, brand building ad formats are being heavily invested in online. Video, known for its story-telling capabilities and therefore the perfect platform for brand building messages, is the fastest growing online ad format. It grew 56% last year and is now worth £1bn [2]. Digital adds that magic ingredient meaning brands can personalise their message, targeting the right person in the right place and saying the right thing.

其次, when brand formats and campaigns are used they deliver significant brand uplifts – we’ve seen 13% for spontaneous brand awareness and 6% for brand consideration in recent mobile research [3] 哪个是不值得嗤之以鼻的.

Finally, advertisers are regularly choosing online for their brand campaigns. Ninety-three percent of online advertisers claim to use 数字 for brand building [4] rather than performance marketing objectives such as raising awareness, changing brand perceptions or educating audiences. 

So with all that in mind – we see a bright future for 数字 advertising. One that intuitively meets the need of the modern advertiser and proves itself to be effective in not only driving sales but building a brand’s reputation.