Like all good brand marketers, retail advertisers wanting to drive brand awareness and increase sales are always looking for the best platforms and storytellers to help meet their bottom lines.
A new study from Advertiser Perceptions sheds light on what these retail advertisers are thinking when planning their next ad budgets. "A performance mindset pervades retail marketers now," said Randy Cohen, president of Advertiser Perceptions. "We're seeing the biggest increases in targetable, immediate, online advertising as a result."
Notably, about a quarter of the segment using broadcast TV plan to decrease their spend over the next 12 months while two-thirds will increase social media spend in the same period.
This story first appeared in the October 17, 2016 issue of Adweek magazine.