THE World Federation of Advertisers (WFA), of which Malaysian Advertisers Association (MAA) is a country member, shares its five broad predictions on what 2017 will hold for marketers.
Rethinking digital investment: What percentage of my ads are being seen? How many are actually human beings? Where are my ads ending up? Am I really getting the return on investment I’m told I’m getting? These are just a few of the factors which will lead big brands to review their digital investment in 2017. We are already seeing indications that brand owners are diverting some of their spend towards what they perceive to be more transparent channels. 2017 could well see more of this.
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