As digital media spend continues to grow, we explore how the online/offline balance has shifted in the media mix.

Achieving the right media mix has been an ongoing quest for marketers for decades. Today, advertisers are less confident than ever in getting the balance right between their online and offline media investments. In our Media Reactions 2020 study, 51% say they are not confident they have the right media mix (up from 44% in 2019). Data from our CrossMedia database also suggests that the balance is still tipped too much in favour of offline, and that a lot of offline media investment isn’t cost-effective. In 2019, offline media channels commanded 79% of campaign investment, but only delivered 59% share of contribution to brand metrics.