David Elms, KPMG’s UK Head of Media comments on the back of reports that UK mobile ad spend forecast is going to overtake newspaper expenditure for the first time:
“These figures don’t come as a surprise and are in line with what we are seeing in the market. The benefits of online advertising are becoming increasingly obvious, notably its speed and immediacy, and its highly targeted nature especially if location based."
“The figures don’t mean the ‘death knell’ for newspaper advertising (which is a relatively small proportion of the market anyway). They rather highlight the increasing sophistication of advertising, that is in fact being embraced by traditional media including newspapers, as they develop new digital ecosystems for advertising."
“Online advertising is here to stay and will extend its grip over the market even further."
“In the not too distant future today’s apparent divisions between traditional media advertising & online advertising will be obsolete as they become integrated propositions for brand owners and media businesses alike.”
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This article represents the views of the author only, and does not necessarily represent the views or professional advice of KPMG in the UK.