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Adidas chief casts doubt on TV ads: ‘digital engagement is key for us’


By John McCarthy, Opinion editor

March 17, 2017 | 2 min read

TV ads are reportedly behind Adidas, according to the company’s chief executive Kasper Rorsted. Instead it looks to embrace platforms where younger consumers are more likely to be present.

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Speaking to CNBC on Wednesday, Rorsted championed mobile devices to reach the correct audience. "It's clear that the younger consumer engages with us predominately over the mobile device, digital engagement is key for us; you don't see any TV advertising anymore."

He said that "all" the company’s engagement is through digital media and underlined the importance of ecommerce in the next few years.

“We believe in the next three years we can take our online business from approximately €1bn to €4bn to create a much more direct engagement with consumers.”

Last month it emerged that in the UK, online brands remain the biggest TV spenders, as TV ad revenue grew by 0.17% in 2016 to £5.28bn. The biggest spending came from Amazon, owner BGL Group at £38.8 million, and Moneysupermarket.

On its 2020 strategy, it also emerged that the company is fast tracking its female influencer recruitment in a bid to grab a majority share of the female sports market.

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