Don't throw out the baby with the bath water!

Zenith Forecasts U.S. Ad Market Will Grow 3.3% This Year

But Zenith also warns marketers about the dangers of over-extending themselves in mobile advertising at the expense of traditional media like TV and radio. “Brands that are shifting budgets to mobile advertising may be affecting their ability to win new customers and expand their market share,” the report says. In fact, research from Zenith’s Touchpoints ROI Tracker Shows “traditional mass media are more effective at driving recall among new or light buyers. So while using mobile to target ads at existing customers can “certainly help brands achieve short-term performance targets,” the report finds that mobile advertising is “currently less effective at creating long-term awareness among potential customers than traditional media, so brands with a heavy mobile presence should consider investing more in traditional mass media to compensate for this.”

Zenith Media is part of the Publicis Group of agencies. Headquartered in London, Zenith has a world-wide footprint, with offices in 22 countries