Digital Overtakes Traditional Ads For Packaged Goods

Digital's dominance is predicted to continue to grow

According to a new study from Cadent Consulting Group, marketers for packaged goods are now spending more on digital than all forms of traditional advertising put together. In 2016, 15.9% of marketing budgets were spent on digital, compared to 15.5% being spent on traditional ads. This gap is expected to grow in 2017 to nearly 20% going towards digital, with traditional shrinking to just over 13%. Meanwhile, the largest marketing spend goes towards trade promotion, a sector which is also expected to shrink in 2017, from 46% in 2016 to 43%. However, even with the increasing focus on digital promotion, another survey found that only 14% of consumers were currently aware of a brand’s digital ads, whilst an even lower 10% said they were in any way influenced by them. A Cadent Consulting Group managing partner, Don Stuart, said that he “wouldn't be surprised to see a bit of a backlash and a move back into more traditional” promotions. 

The Movers And Shakers - Moving And Shaking

Search and discover everything we've reported on certain brands or industry topics. Follow the trends right before your eyes - and in the blink of eye you know.
Select Country

Individual BASIC

Free

Webcertain Events,Tools
Not Available
Country Guides,Language Guides,How To Guides
2 per month
Lists,Benchmarks
Not Available
Attendance at Webcertain.TV Connect Events per year
Not Available
Quizzes,eLearning,eLearning Course
2 per month
Access to Webcertain video Tutors.Extra fee applicable
Not Available
Video Briefings,Catch Up TV
10 per month
Access to Customised courses and Examinations.
Not Available
Subscribe

Individual PREMIUM

£25

per
month
Cancel Anytime
Webcertain Events,Tools
Not Available
Country Guides,Language Guides,How To Guides
Unlimited
Lists,Benchmarks
Not Available
Attendance at Webcertain.TV Connect Events per year
1 per month
Quizzes,eLearning,eLearning Course
Unlimited
Access to Webcertain video Tutors.Extra fee applicable
Not Available
Video Briefings,Catch Up TV
Unlimited
Access to Customised courses and Examinations.
Not Available
Subscribe

Team GLOBAL

£95

per
month
(up to5 users ) - additional users12.00
Webcertain Events,Tools
Unlimited
Country Guides,Language Guides,How To Guides
Unlimited
Lists,Benchmarks
Unlimited
Attendance at Webcertain.TV Connect Events per year
3 per month
Quizzes,eLearning,eLearning Course
Unlimited
Access to Webcertain video Tutors.Extra fee applicable
Unlimited
Video Briefings,Catch Up TV
Unlimited
Access to Customised courses and Examinations.
Unlimited
Subscribe

Individual PREMIUM Quarterly

£

per
month
Webcertain Events,Tools
Unlimited
Country Guides,Language Guides,How To Guides
Unlimited
Lists,Benchmarks
Unlimited
Attendance at Webcertain.TV Connect Events per year
Unlimited
Quizzes,eLearning,eLearning Course
Unlimited
Access to Webcertain video Tutors.Extra fee applicable
Unlimited
Video Briefings,Catch Up TV
Unlimited
Access to Customised courses and Examinations.
Unlimited
Subscribe