We've Got Receipts

    — Topic —

    Budget Allocation

    2 receipts tracked • 100% industry hit rate

    — Filed —

    2 receipts on Budget Allocation

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    RECEIPT #MARK-R

    NOV 19, 2024

    Called it.

    PREDICTION BY

    Mark Ritson
    “…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.

    ORIGINAL SOURCE

    Mi3
    Brand BuildingPerformance MarketingBudget Allocation

    RECEIPT #BRIAN-

    APR 21, 2024

    Called it.

    PREDICTION BY

    Brian Wieser
    “Within this growth, Wieser highlights ‘commerce media’ … and social commerce as leading segments. ... In addition to ‘commerce media,’ Wieser noted that social media is capturing a significant share of advertising budgets, likely due to the rapid growth of social commerce.”

    FOLLOW-UP

    Wieser's qualitative prediction that commerce media and social commerce would be leading segments and capture a significant share of advertising budgets has been strongly supported by subsequent data and commentary. Retail/commerce media and social platforms have shown outsized growth and are confirmed as major contributors to overall ad growth.

    ORIGINAL SOURCE

    Forbes
    AdvertisingCommerce MediaSocial CommerceBudget AllocationMarket Trends