Australia: ad spend up but ‘urgent’ need for traditional media to embrace new models

Papers and magazines continue their decline while digital, radio, TV and outdoor are forecast to grow. More than two thirds (67%) of marketers are shifting their spend from bought to owned channels and a quarter of marketers spend between 20% and 30% of their budget building their own media channels. Budgets are being shifted into CRM, shareable content and video. […]