Most marketers plan to increase their ad spend on digital channels like social media, search, and video in 2021 and either maintain or reduce their spending on traditional channels like television and cinema, according to recent research by Nielsen.
The report is based on data from a survey conducted between October and December 2020 of 260 marketers from a variety of industries.
More than half of respondents expect their ad spend to increase in the next 12 months for social media, search, online / mobile video, email, and online / mobile ad.
Less than 10% of respondents expect to increase their ad spend on cinema, linear television, out-of-home, and AM / FM radio.
Among the marketers planning to increase their ad spend over the next 12 months, search and email are the most accurate channels for which to measure ROI.
About research: The report is based on data from a survey conducted between October and December 2020 of 260 marketers across a wide range of industries.