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How will marketers manage media spend in the second half of 2024?
With the first half of the year positive yet “bumpy” for marketers, the second half will see “cautious optimism” return when allocating budgets, experts say.
The first half of this year has been a somewhat unsettling one for marketers. A snap general election, a short-lived recession, a mini stock market correction, social unrest and events such as the Olympics and the Euros have impacted how and where marketers allocate their budgets.
“We are seeing an inflection point,” says managing director for Kantar Insights UK, Dom Boyd, noting there are “changeable dynamics” at play.
“It’s been a bumpy year for brands, and I think brands are in for another bumpy ride for the next bit of the year,” he says.
