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Nearly three in 10 (29%) advertisers in Finland plan to increase ad and marketing spending in 2016, according to a January 2016 survey by the Association of Finnish Advertisers. Another 38% plan to keep spending at the same level, the survey goes on to say. But where will advertisers increase spending, and are they abandoning any media channels or networks?
The vast majority surveyed (84%) say they will increase digital ad and marketing spending in 2016—and only 1% say they plan to decrease spending in that area. This is, of course, not entirely surprising. Digital has been hot for years. Advertisers will not increase spending in any other channel more than they say they will maintain current levels; 38%, for example, say they will increase TV spending, while 52% say spending won't change. And 58% of those surveyed plan to keep outdoor spending levels steady, while 33% say that channel will see an increase.
Direct marketing, magazines and newspapers will see the smallest increases and are most likely to be decreased, with 21%, 34% and 44% of respondents saying so, respectively.
So how will digital ad spending be allocated? About seven in 10 respondents say they will increase spending on paid social media, with just 2% saying they'll decrease spending. Another 55% say search ad spending will see a boost (and, like paid social media, only 2% will decrease spending) and the same is true of classified ad spending.
Meanwhile, 16% of those surveyed will decrease display (e.g., banner) advertising, a low figure but the highest of the channels included. But there’s no doubt about it: In Finland, 2016 will be another strong year for digital ad and marketing spending, especially with regard to paid social media.
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