Are brands over-investing in digital?

From a distance the digital ad sector looks to be in rude health. In the UK, internet ad spend was up by 17.3% last year, outperforming the overall market which saw increases of 7.5%, according to the Advertising Association and Warc’s annual expenditure report.
Many brands are bullish on the opportunities. Pete Jeavons, head of brand marketing at EE, believes that if brands “are brave” and happy to work collaboratively with people like vloggers then digital can do a &ldqu