US fast food chain Taco Bell plans to reduce its spending on digital advertising in 2017 compared to last year, CMO Marisa Thalberg announced at the 4As Transformation conference.

“I do love and believe in digital,” said Thalberg, as reported by Campaign – but Taco Bell “went down some garden paths with it last year.”

The brand is reportedly unsure that its digital ads are reaching the target audience correctly, and Thalberg said it still needs to “figure out how to use digital a little bit more effectively to really get that business result”.

That spend, it seems, will be reallocated to old media, as Taco Bell plans to spend a greater amount on TV ads this year than it did last. 

“TV’s important to us. TV still works for us,” said Thalberg. “Radio actually still works for us, believe it or not.”

With online ad spend projected to overtake TV for the first time this year, Taco Bell seems to be going against the grain. Its dispiriting news, especially from a brand like Taco Bell, which has long shown a willingness to try things out on mobile. It launched a mobile ordering and payment service in 2014, beating rival McDonalds to the punch by over two years, and last year launched its first chatbot, on work messaging platform Slack.