Shares in French advertising conglomerate Publicis slumped after the group cut its 2019 revenue growth guidance. On Friday, the company reported lower-than-expected revenue for the second-quarter of 2019. Shares of Publicis plunged 8.5% to their lowest level since December 2012.
Like many ad groups, Publicis is dealing with the impact of data and technology on its business model. Clients are looking for more effective ways of marketing and are increasingly using data and automated ways of creating ads and buying media, which can mean cutting out ad agencies.
Brand ads aim to change someone's perception of a company by appealing to their emotions, over promotions that directly result in short-term sales. Brand ads may run on expensive TV ad spots brokered by media agencies that take a cut of the sale, but, in comparison to digital spend, which increased 21.8%.
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