As we begin the second half of 2015, marketers continue to build on a number of trends we spotted here in December, such as the triumph of programmatic advertising, the new normal of TV cord-cutting, and the Millennial generation finally acting its age. A few other forecasts, such as the increased regulatory focus on data, have not quite panned out.
Don’t expect overall media budgets to shift significantly in the next six months— unless it is to dedicate more to mobile and online video. Without the World Cup or Olympic games overseas, and without elections in the U.S. until next year, ad spending doesn’t have many headwinds.
As a result, ZenithOptimedia revised its global media spending forecast down this spring, due to slowdowns in two major economies: Russia and China. But thanks to the continuing improvement in the U.S. economy, Zenith held its forecast that domestic U.S. ad spending will grow in 2015, fueled by an increased focus on online video—the fastest growing medium in 2015.
But even as we reach the seventh year of a bull market in the United States, “there still exists a corporate culture of fear and uncertainty,” said David Gaspar, managing director of consultancy DDG, in an interview with CMO.com. Marketers continue to watch fast-moving developments in media and technology, rising consumer concern over data breaches, and an increasingly fragmented media landscape.
The good news, however, is that the public will consume more media as 2015 progresses, just in different ways. That is one of the trends that will keep marketers on their toes as we head into the second half of the year.