Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran.
“Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus Gian Fulgoni. “Total US advertising spending is not growing consistently at 10%.
“One of the issues is whether the (overall) pie is expanding at the rate we’d all like to see it. Ad spending is under more pressure than we’d all like to see…
“Maybe there is evidence that it doesn’t work as well as we’d like… Maybe the advertiser is under such pressure themselves that they are putting pressure on the entire ecosystem.”
He was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder Ashley J. Swartz.