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UMA Digital Benchmark: Local video continues to grow

Luc Eeckhout, Expert Media
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In April 2023, UBA published the results of the UMA-UBA Digital Benchmark 2023, a collaboration between the UMA (United Media Agencies) and the UBA (United Brands Association). The key insights highlighted the increasing share of digital in advertisers' media mix (37.2%) and the strong growth of video, driven by local players. Six months later, the UMA interim report provides an update on the figures for the first half of 2024. 

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