In 2011 they want to deliver more
unique executions and personalised messages. Budgets for
non-standard media slots have effectively doubled in all sectors
and markets across the globe.
Analysis of the automotive sector
spending by MediaCom Germany shows that while in 2009 and the first
half of 2010 car brands spent just 6.5% of their budget on more
experimental media. In the six months to the end of March 2011,
that figure has risen to an average of 14%.
In Australia, the financial sector has
increased its investment in digital screens, giant posters,
illuminated sites and ambient media by 50% more than it has boosted
spend on traditional outdoor sites.
In the US, while the bulk of the hype
around the Superbowl advertising bonanza was focused on traditional
TV spots, advertising brands also doubled spend on digital video
platforms.
Globally, the number of brands
communicating more personal messages to their followers in the last
six months has increased by more than 40%.
Marketers are expanding their more
experimental spend for two clear reasons:
Firstly, after two years of spending
as little as possible to maintain sales during the recession they
need to boost their brand equity. In order to grow their top lines
brands need to show what's different about them and the use of
stunning, innovative and individual media placement can be part of
the story.
A perfect example would be upmarket
Israeli food retailer Tiv Taam, which promoted its Italian food
month by advertising in Rome, the No 1 Italian destination for
Israeli tourists. By relying on social media to spread the message
back home, the brand clearly positioned itself as knowing more
about Italian Food than its retail rivals.
Secondly, post-recession consumers
have stopped simply buying what they know and are willing to make a
statement by spending extra to differentiate themselves.
Communicating opportunities to
purchase products such as personalised iPods and Nike trainers
requires a message that is also more personalised and fits in with
a more one-to-one sales experience. Alongside efficient
communication in traditional channels brands need to communicate in
a more individual way to reinforce the differentiating qualities of
their products.
Dell.com in the US has used
behavioural targeting technology to ensure that potential computer
purchasers who don't follow through to checkout receive an offer
that's directly related to their browsing activity, for
example.
The drive for more unique media
messages comes at a time when media owners are able to offer extra
individual solutions to advertisers. Finnish daily Helsingin
Sanomat, for example, has recently integrated a new software
solution that creates a list of personal news stories based on
their previous reading on the site.
The application delivers
recommendations in the form of links to individual articles which
appear at the top of the front page. Any ad appearing within such
an environment will automatically be perceived as more bespoke
because the context is so personalised.
Success in this new advertising
environment will require advertisers and agencies to take three key
steps:
- Constantly monitor the latest
opportunities in both digital and traditional media to ensure you
have access to every opportunity to individualise your
communications.
- Keep an eye on the competition: losing
ground in the innovation stakes or use of personalised and
impactful media could harm your brand equity.
- Don't carry on buying cheap media: Media
strategies based solely on price are the wrong solution for 9 out
of 10 brands. Explore new ways to measure the additional impact of
unique/personalised advertising through tools such as social media
tracking and measuring social buzz is just one element.
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