John Wittesaele, CEO EMEA, Xaxis
The results reinforce much of what we saw in Q2 2019, with total marketing budgets undergoing a period of stasis in response to political and economic uncertainties. But, the gloomy top line figures obscure an impressive, and consistent, increase in online spend. As digital retains its pole position for the third quarter in a row, the pivot to programmatic advertising looks set to continue unabated.
When trying to identify the driving factors behind bigger digital advertising budgets, we can see the wide range of newly available tools designed to help meet marketing objectives more effectively and efficiently. These encompass AI techniques to streamline the media buying process and optimisation solutions that enable ad campaigns to be measured against custom marketing metrics specially designed according to desired business outcomes.
