Deutche Telekom: Brands could switch spend back to traditional channels if digital doesn’t clean up its act

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Advertisers could switch budgets back to TV unless urgent action is taken to address serious issues in the digital media ecosystem, according to Deutsche Telekom’s head of international media management Gerhard Louw.

Speaking to Marketing Week following the unveiling of the World Federation of Advertisers’ (WFA) Global Media Charter, Louw says tolerance among advertisers for the buck passing among those in the ecosystem is disappearing to the point where budgets could be reallocated unless the situation changes soon. Minimum viewability thresholds are of particular concern, he adds.

“[Tolerance] is not just decreasing in media, where people are getting more and more frustrated, but it’s reaching the top [board level]. This digital bubble is about to burst or has burst. [We are saying], ‘If you guys don’t sort it out, guess what? We’re going back to TV, all out’. It’s, ‘Let’s stop beating around the bush’,” he explains.

“The threat is there.& I’m not going to a conference again where people are discussing what the problem is. We know what the problem is and the charter describes the problem. So, let’s talk about solutions and who’s doing what. Taking ownership and taking responsibility.”

The digital bubble is about to burst.

Gerhard Louw, Deutsche Telekom

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