For advertisers, being able to move their ad budget around , and in a flexible manner, is the sort of thing that NBCUniversal ad sales president Mark Marshall has become critical.
“35 percent of advertisers today did not exist before the pandemic,”Marshall says. “In two years, nearly 300,000 new brands and companies have started to advertise.” So an auto buyer who leaned into national brand ad spending as cars remained scarce on dealer lots can, if they choose, shift some of that budget toward local markets to get customers into the doors as more cars become available.
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