Morag Blazey, Managing Principal, Ebiquity|Intel commented on Money Week’s recent feature ‘Don’t unplug the TV – old media will have the last laugh yet‘ by Tim Davies. The article evaluates how traditional media is fighting back despite the relentless growth of digital advertising.
Tim highlights that some media analysts and industry executives are beginning to wonder if concerns about traditional media might be overplayed and if the Armageddon scenario might be overdone.
Morag Blazey, Managing Principal, Ebiquity|Intel, shares her belief that advertisers will soon start to rebalance their campaigns to manage online and offline media more effectively.
Tim goes on to explore Ebiquity and Radiocentres recent piece of research into the advertising market, based on interviews with more than 100 advertisers and agencies. The “Re-evaluating Media” report shows that TV and radio are by far the strongest advertising media for brand-building followed by newspapers, magazines and out-of-home in the UK. Also discovering that industry decision-makers undervalue traditional media and tend to overrate the value of online video and paid social.
To explore the article in full on Money Week’s website, please click here.
First featured 15/05/2018.