Many marketers are still facing huge challenge to transit to digital marketing, so when they gain access to additional budget they choose to spend it on media that’s within their comfort-zone. For those with a traditional media buyer mind-set, that often translates into spending more on television advertising. Global TV advertising expenditure will reach $236bn in 2020, up by 38% ($64bn) from 2013 and up by 54% ($82bn) on 2010, according to the latest market study by Digital TV Research. Regardless of the relatively poor ROI performance, TV ad spend is expected to grow by 4.0% in 2014 for the 55 countries covered in the study — and that’s better than the 2.2% recorded in 2013, Telecoms Tech News reported.
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