The useful bits
- Turn the discussion into a question about qualified revenue and incrementality in your account. Document a test and its decision rule before treating a potential reallocation as a settled media plan.
- The interviews are not a representative survey of all advertisers or proof of an industry-wide spending cut. Intentions, forecasts and completed reallocations must remain distinct.
What the source covers
Digiday’s interviews with 18 media buyers describe closer scrutiny of Google Search spending, including discussion of portions of budgets that might move to other channels. The reported ranges describe interviewees’ situations.
Use it in your next review
Turn the discussion into a question about qualified revenue and incrementality in your account. Document a test and its decision rule before treating a potential reallocation as a settled media plan.
Read the evidence in context
The interviews are not a representative survey of all advertisers or proof of an industry-wide spending cut. Intentions, forecasts and completed reallocations must remain distinct.
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