Report: Marketers are spending more on digital vs. traditional tactics

As brand campaigns and strategies increasingly move to online platforms, the budgets allotted to these tactics is growing. A recent study sheds light.

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The group’s US Local Advertising Forecast 2017 reports that mobile advertising for local markets in particular will jump from $44.2 billion in 2016 to $50.2 billion in 2017.

Traditional advertising in local markets is expected to drop from $101.1 billion in 2016 to $98.6 billion next year.

“A large part of that is because of a decline in revenue going to print media, including newspapers, magazines and direct mail,” Mark Fratrik, senior VP-chief economist at BIA/Kelsey, told Advertising Age.

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In a statement, Fratrik attributed the boost to “an improving US economy, increased spending by national brands in local media channels, extraordinary growth in mobile and social advertising, and the continued expansion and selection of online/digital advertising platforms.”

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