According to GroupM‘s latest look into its crystal ball, underlying growth in the U.S. advertising industry, excluding political advertising, was 6%. Digital advertising, defined by GroupM as excluding advertising associated with other media – digital advertising associated with television content, for example – but including political-related spending, is driving growth.
But, digital advertising’s vacuum-fueled accumulation of ad dollars isn’t flawless. In early June, MoffettNathanson Senior Analyst Michael Nathanson raised his firm’s traditional media ad forecast. At the same time, he is lowered MoffettNathanson’s digital ad estimate.
Digital ad growth is slowing, and radio and TV need to properly act today to take advantage of this. If they don’t, says C3 Metrics COO Jeff Greenfield, this could be the last hurrah for broadcast media.