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  • Michael Bürgi

Alternative media tries to grab the spotlight, but the economy has other plans

Most of the media trade headlines revolve around connected TV, search and programmatic buying of digital inventory. Far less attention is given to media channels that operate closer to the fringes of mainstream marketing budgets — digital out of home, experiential and cinema advertising.

Regardless of whether that’s fair, it’s the reality that these so-called alternative media still struggle to secure larger budgets, particularly in times of economic uncertainty — which the marketing industry is still wading through in hopes of reaching more fertile marketplaces in 2024.


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