Trad Media is Still the 'Cornerstone' of Brand Advertising

29 August 2007

NEW YORK: Mobile devices, DVRs, videogames and other emerging media channels may enrapture those for whom the word 'new' equates to marketing mojo - but they "have a long way to go in terms of delivering effective advertising".

Thus opines Compose USA 2007, a collaborative report by Pointlogic and WPP Group's Kantar Media Research.

The study asked consumers about the communication values of a range of thirty-three channels, and found that …

  • Mainstream media - notably TV, Print and Radio - perform best among all the investment options open to advertisers.

  • Consumers recognize TV as the number one medium for building awareness: 43% rate it as excellent or very good. Magazines (31%), newspapers (29%) and radio (24%) all also performed well.

  • In helping consumers decide whether they can trust a brand, TV came first again with 26%, followed by newspapers (21%) and magazines (19%).

  • The newest media - video games, video-on-demand, interactive TV and streaming video - are currently regarded by the population at large as being niche communication vehicles. Their scores on these measures ranged between 2% and 5%.
Concludes the report: "Traditional media must therefore still be regarded as the cornerstone for brand advertising. They deliver large audiences and they deliver impact. Newer media can help in extending a campaign planned in traditional media, but their low reach means that few brands can rely on them uniquely."

The conclusions are in line with a similar survey conducted earlier this month by Deloitte & Touche.

Josh Sarpen, manager of Initiative Insight & Futures, arched his eyebrows at Compose USA's findings: "I'm surprised by the slow growth of mobile applications," he said.

Sarpen further noted that despite aggressive promotion from virtually all carriers, the study suggests that many of the features promoted in the marketing campaigns of carriers "have not come close to mainstream mass."

To view a more detailed précis of the Compose USA report click here. [Note: double-click on the report's charts to enlarge.]

Data sourced from; additional content by WARC staff