The short version

Mark Ritson predicted on November 19, 2024: “…brands may finally be starting to realise they have gone too short, i.e. diverted too much of their budgets into lower funnel, short-term performance tactics versus brand investment.” Verdict: Called it. Industry discussions increasingly re-emphasize brand building vs short-term performance. Several large advertisers have publicly announced shifts of budget back toward upper-funnel/brand media,…

Prediction by

Mark Ritson

On November 19, 2024

“…brands may finally be starting to realise they have gone too short, i.e. diverted too much of their budgets into lower funnel, short-term performance tactics versus brand investment.”

Follow-up

Industry discussions increasingly re-emphasize brand building vs short-term performance. Several large advertisers have publicly announced shifts of budget back toward upper-funnel/brand media, due to diminishing incremental returns from highly targeted performance channels.

From the High Caliber AI network — see the AI for PR module in the course.