mediaplanning Archives - Pagina 2 van 12

Ritson: ‘It’s time for ‘share of search’ to replace ‘share of voice’

Posted on 25/09/202016/12/2024 by Alva van Beek

James Peckham was a smart guy. He joined AC Nielsen in his early 20s and spent the next 43 years working for the company. He was one of Nielsen’s most important and senior marketing thinkers, working at the company during the key ‘Mad Men’ era. But his claim to fame goes well beyond simply being a big player, at a big company, during a big time in the history of marketing.

Peckham is one of the few marketers to have a theory named after him. Peckham’s Formula posits that when you launch a brand you should set its advertising budget based on your desired share of market. Specifically, your initial share of voice should be 1.5 times the desired market share you want to achieve by the end of the brand’s second year.

Lees dit artikel op Marketingweek

50 Effie-cases ingezonden; fors meer dan vorig jaar

Posted on 10/09/202016/12/2024 by Alva van Beek

De Effie Awards heeft dit jaar 50 inzendingen ontvangen. Dat zijn er 16 meer dan vorig jaar. ‘Bijzonder’, zegt de organisatie, ‘want de meeste bedrijven hebben andere dingen aan hun hoofd.’

De categorie ‘Maatschappelijke Impact’ heeft met 18 cases de meeste inzendingen. ‘Gedrag Kort’ heeft 17 inzendingen, de categorie ‘Gedrag Lang’ telt 10 cases en ‘Merk’ 5. De vakjury’s zijn inmiddels begonnen met het beoordelen van de inzendingen. De hoofdjury onder leiding van Alfred Levi komt begin oktober bij elkaar. Mary Hoogerbrugge, voorzitter Effie Stuurgroep, zegt benieuwd te zijn naar de inzichten die de cases geven over effectiviteit in deze bijzondere omstandigheden. ‘We realiseren ons dat het juist nu een uitdaging is om een goed onderbouwde case te schrijven.’

Lees dit artikel op Adformatie

Ad market ‘surprisingly’ resilient despite 13% slump this year

Posted on 19/06/202015/04/2021 by Alva van Beek

The UK advertising market is forecast to decline by 13% year on year in 2020, according to media agency GroupM, but it is expecting the sector to bounce back next year with growth of 13%.

While the figure shows a steep fall this year, GroupM believes the extent of the decline is “potentially surprising” given the economic outlook for the year. EY’s chief economist forecasts that UK GDP growth will fall by 8% this year, compared to the 4.2% drop experienced during the 2009 recession.

Yet the decline in UK ad spend is not expected to be commensurately worse, with this year’s decline only one percentage point below the 12% decline experienced in 2009.

Lees dit artikel op Marketingweek

Gen Z acquires a TV habit

Posted on 19/06/202015/04/2021 by Alva van Beek

Gen Z is typically less engaged with traditional media, but COVID-19 is drawing a younger audience to TV and is likely to change their media consumption habits permanently.

That’s the view of Daniel Bischoff, chief marketing & operations officer at RTL AdConnect, part of the Luxembourg-based media group RTL Group.

Writing for WARC, he notes that “all over Europe, television … is regaining its role as the ‘family hearth’” – a place where people come together to catch up on the day’s news and seek out entertainment.

He reports that while the data indicates a rise in viewing is apparent across all age groups, this is most significant among the younger population.

“Figures from the Netherlands, for example, show a 155% increase in the amount of kids TV being watched; in France there is an increase of 21 percentage points in the number of 15- to 24-year-olds watching TV each day.

Lees dit artikel op WARC

Wat kosten voice, streaming en influencers?

Posted on 19/06/202015/04/2021 by Alva van Beek

Veel interessant nieuws deze week over voice, maar er is nog veel meer: een inzichtelijke methode hoe merken het vertrouwen kunnen verdienen, de stand van webcare, de advertising van Tesla en als bonus een werkelijk prachtig verhaal over menselijke kracht. Dit en nog veel meer in de update van deze week.

NIMA Classes-docent Gert Koot schrijft het wekelijks van zich af: álles wat hem en het vak bezighoudt in de wilde wereld van branding, media en entertainment. Hij werkte ruim twintig jaar bij verschillende reclamebureaus en was ook een tijd marketingdirecteur. Sinds een aantal jaar heeft Koot zijn eigen adviesbureau Branded Entertainment en adviseert hij over nieuwe en digitale media. Als docent is hij onder meer verbonden aan SRM en NIMA. In deze rubriek op Marketingfacts bespreekt Koot “wat moet worden besproken”.

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62% of advertisers are cutting brand-building investment

Posted on 04/06/202015/04/2021 by Alva van Beek

Three-fifths (62%) of brands say they will decrease their investment in brand advertising in the coming months, according to the latest survey of brands across the world from Ebiquity, conducted in May.

Just 16% of brands surveyed said they will be investing more in brand advertising, with one-fifth (22%) reporting no change. Brand-building was expected to get more attention from marketers this year but the novel coronavirus (COVID-19) outbreak and an incoming economic recession has forced brands to refocus on short-term survival.

Performance advertising has also seen a steep hit, with 41% of brands cutting investment and just 10% reporting an increase. Overall, advertising spend is now expected to drop by 8.1% – or $50bn – this year.

Instead, brands have shifted their investment to e-commerce. One-third (32%) report more spending on e-commerce, the highest share across all seven business areas. This shouldn’t be surprising given the surge in online shopping – half of all consumers plan to shop online more after COVID-19 ends.

Lees dit artikel op WARC