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2016: Look Ahead - Media & Marketing

Some 198 million people globally have downloaded ad-blocking software, and the number of users is rising 41% year-on-year. Yet marketers spent $75.5bn on display advertising in 2015 (including $15.55bn on mobile display in the US) – despite the fact that the average click-through rate for display ads is just 0.09% (Google). In other words, 99.9% of banner ads generate no measurable engagement.

Brands will now have to think beyond advertising in the digital realm. Marketers need to change how they market, why they market, and who they market to.

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