The news: Advertisers are increasing investment in up-and-coming digital advertising channels as the shift away from traditional continues, per a DoubleVerify study.
- Social media maintains the highest level of investment among North American marketers. Seventy-nine percent are already investing, while 19% have plans to.
- Commerce media networks, including retail, travel, and financial services follow, with 62% currently investing and one-quarter planning to.
- An equal percent of North American marketers (60%) currently spend on connected TV (CTV) and print, though slightly more plan to invest in CTV than those who have plans for print (28% and 26%, respectively).
- Beyond print, traditional is getting left behind. Fifty-two percent of North American marketers currently invest in news, but 17% don’t have any plans for this channel; only half invest in outdoor ads; less than half (47%) are investing in traditional TV, and nearly one-quarter (23%) have no plans to invest; and radio performed worst, with only 43% investing and 23% having no plans to invest.
The trend: Advertisers are following audiences as attention shifts to digital.