Marieke van der Donk, senior manager, Entertainment and Media, PricewaterhouseCoopers N.V. (Netherlands), predicts a growth of 6.8 percent in advertising during the next few years, but it will not come from online advertising in newspapers.
Advertisers now have many platforms to reach their audiences directly, rather than relying on newspaper companies. They have become sophisticated at using all of these platforms and would like to see newspapers learn to use these platforms as well. “Advertisers want accountability, return on investment and measurement of what they do online, especially,” van der Donk said. Advertisers are looking for innovative concepts that allow for effective and direct communication.
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