Advertising expenditure on TV is expected to reach £5.0bn for the first time in 2014, according to the latest data from the Advertising Association/Warc Expenditure Report. Our annual forecast for the TV ad sector – including spot, sponsorship and broadcaster VOD – has been raised to 7.8% growth for the year, taking total spend to £5,003m. We anticipate further growth of 6.6% in 2015, equating to spend of £5,335m.
This uplift in the forecast stems from better than anticipated growth for TV spot advertising expenditure. Spot adspend had a very strong Q2 2014, rising 10.7% compared with the same period in 2013 to £1,118m. The sector benefited from the football World Cup and slightly outperformed our previous July forecast (+10.5%).
Advertising expenditure in magazine brands dipped 6.7% year-on-year in Q2 2014 to £254m, according to the latest data from the Advertising Association/Warc Expenditure Report. This is the 35th consecutive quarter of decline for the sector, with growth last recorded in Q2 2005. But, according to the latest forecast, adspend growth should finally return for magazine brands – including both print and digital platforms – this time next year.
Of the print media, it is magazine brands (alongside the regional press) which have fared worst as spend has shifted online. Looking at the chart below, we can see that from a peak in 2000, print advertising in magazines has more than halved, dropping from £2,020m to just £786m in 2013.
Adspend in regional newsbrands performed ahead of expectations in Q2 2014, according to the latest data from the Advertising Association/Warc Expenditure Report. Even so, newsbrands – inclusive of both print and digital newspaper platforms – still recorded a decline of 1.7% compared with the same period in 2013, despite a 27.9% increase for their digital revenues (to £44m). While growth for digital has gained significant pace in the last three quarters, it has still not been enough to offset the decline in print adspend (this dropped 5.2% to £280m in the latest quarter). But could the regional newsbrands be on the cusp of growth after a difficult decade?
The regional newsbrands sector has witnessed a dramatic shift in fortunes in recent years, as spend has shifted online. Back in 1982, when Warc first started collected quarterly advertising spend data on behalf of the Advertising Association, spend in regional newsbrands accounted for 23% of total UK adspend. By the end of this year, we expect this to have dipped to just 6.6%.
When has a week gone by for you when you haven’t shopped on line for a brand? For most of us in our team at least, shopping online or using mobile during the shopping experience has become a habit.
From Showrooming (looking at products in store and buying on line), to Webrooming (looking at products on line and then buying in store) to Boomerooming (researching on line, seeing and touching the product in store and then buying on line) we are changing our shopping habits and the implications for retailers and brands is profound.
Yesterday, we published a new long-term trend analysis: Global Ad Trends, a summary report which draws upon the data stored in our adspend database.
To provide some background, Warc has conducted an annual survey of global advertising expenditure since 1980, issuing questionnaires to monitoring organisations and/or ad industry bodies in each of the 88 markets we track. The survey covers TV, newspapers, magazines, internet, radio, cinema and out of home adspend. You can find a full list of our coverage here.
Once all markets are in, we harmonise the data (net of discounts, including press classified adspend and agency commission but excluding production costs) to give a more accurate, comparable picture of each country's ad market. This then allows us to identify meaningful trends in long-term advertising expenditure.
Earlier in this series we introduced our point of view on how organisations need to evolve their communications capabilities to deliver growth through a meaningful, mutually beneficial customer experience and 4 key principles for customer engagement:
In this final instalment, we will look at the role of content and how to continually measure and evolve your customer engagement.
In the first of this three-part series, we introduced our point of view on how organisations need to evolve their communications and capabilities to deliver growth through a meaningful customer experience, and 4 key principles for customer engagement:
This week we will look in more detail at the need for engagement to be mutually beneficial and the role of the customer.
This post by Jane Bainbridge originally appeared on Research Live.
The internet of things (IoT) could open up the direct monetisation of data between individuals and brands according to Moeen Khawaja, partner of Umbrellium.
Speaking at today’s Market Research Society conference, Connected World, and introducing his company’s IoT search engine, thingful, Khawaja pointed to forecasts that within the next 15 years there will be between 10 and 26 connected objects per person.
Ensuring marketers' future access to data means being aware of the value consumers place on information about them, Chris Payne of the World Federation of Advertisers explains.
The future direction of travel for the advertising industry is firmly tied to brands' ability to collect and use data to deliver relevant and responsible advertising.
Data is a critical component in brands' ability to deliver attractive content to the right consumer at the right time and in the right location.
However, consumers globally are becoming increasingly sensitive to the issue of data sharing. According to a recent European study commissioned by Orange, 78% of consumers believe that it is hard to trust companies when it comes to the way they use consumer personal data.
Graeme Trayner began his career as an intern for Greenberg Quinlan Rosner and is now a Vice President of the company, running their New York office and international corporate practice. In between, he has worked for a number of other companies, including a stint as a Partner in the London office of Brunswick Group where he set up its global opinion research practice. He also worked closely with consumer research pioneer Wendy Gordon and British Labour Party pollsters Philip Gould and Deborah Mattinson. Graeme writes and speaks frequently on the convergence of business and politics, and social psychology and corporate reputation. His paper on rethinking reputation research was Highly Commended at the 2012 MRS Annual Conference and in 2014 he won the Best Conference Chair Award. He is a past AQR Board Member and a certified member of MRS.
I wish someone had told me at the beginning of my career that it's a marathon, not a sprint. Looking back, I was in too much of a rush, and you need time and experience to turn into a fully rounded advisor. Also, to make sure you don't burn the candle at both ends – it's not good for anyone!