Digital marketing costs increase annually and these days grow faster than television advertising costs, according to a research by the World Health Organization (WHO) titled “Monitoring and restricting digital marketing of unhealthy products to children and adolescents” presented on May 27 in Moscow.
“The spend on digital marketing is increasing year on year and has now overtaken the spend on TV advertising, as money follows our eyes onto smaller screens. Digital marketing is also very cheap, relative to TV advertising – although the latter remains very powerful as part of an integrated campaign,” the research states.
Research authors believe that it takes between four and seven exposures to an advertising message to change a consumer’s behavior.
“Although experimental evidence shows that there can be a change after a single exposure,” analysts claim.
WHO representatives add that the growth in mobile advertising is particularly striking. In 2013, the global mobile advertising market was worth $20 bln while in 2018 it increased to $200 bln.
Joao Breda, Head of the WHO European Office for the Prevention and Control of Noncommunicable Diseases, said at a news conference at TASS that digital technology may have adverse impact on young people.
“Marketing specialists are encouraging young people to change consumption patterns and eat unhealthy products. Today 70% to 80% of advertised food is detrimental to one’s health,” he concluded.
The expert added that it is necessary to curb marketing of unhealthy products.