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David Cohen of Magna Global U.S.: 2016 represents a pivotal moment in the evolution of our industry
23 de mayo de 2016
Cohen: Estamos esperando que el gasto en digital opaque el total de TV
Magna Global is shifting US$200 million of its clients investment from TV to YouTube. David Cohen, President of the media agency in the U.S. told PRODU that consumer usage of linear television is on decline and that the media landscape has been changing rapidly for some time now. “Magna Global believes that 2016 represents a pivotal moment in the evolution of our industry.” “Due to relatively flat demand and decreasing supply, Magna Global is estimating television inflation to be in the high single digits for this years upfront. Simply put, we believe marketers deserve better: Better measurement, better data, and a better explanation than you are going to have to pay more for less (again) in this years marketplace” Cohen said. For the first time ever in the U.S., Magna Global is predicting digital spend will eclipse that of total television. “This is being driven by the wide adoption of social, mobile and video consumption anywhere, anytime and on any device (OTT, OLV, SVOD). Scaled players like YouTube have been driving the industry forward and are creating the cultural currency of today.” Regarding the allocation of digital budget, Cohen said that Magna Global is platform/channel agnostic. “We are always working with numerous partners, platforms and channels that best meet the many varied demands of our clients.”
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