The Topline report was released today and made pretty grim reading (from a digital advocate's point of view)! Here are some of the main points:
- Marketers / Brand Owners feel that Newspapers, Magazines and Direct Mail are more cost effective than do Agencies, who are more likely to perceive digital platforms, Outdoor and Free TV as cost effective.
I find it unbelievable that Marketers are still not touting the Digital medium as the most cost effective channel - particularly when it is the only channel when you can really measure your ROI.
- In terms of the relative strengths and weaknesses of each platform, Free TV rates strongly for Creative impact and Engagement for Branding. Magazines also score well on these attributes and Magazines lead the way for Targeting Ability along with Direct Mail.
How can Magazines and Direct Mail lead the way in terms of Targeting Ability?? Amazing - I won't go into my reasons but maybe have a read of one of my previous posts.
- Marketers and Advertisers employ an extensive assortment of other media in their campaigns. Free TV dominated in absolute dollar terms followed by Radio and Newspaper spend. Seven in ten would include a Magazine component, and over half would incorporate a Direct Mail and Online Display element; this is higher than Subscription TV, Outdoor media, and mobile platforms. Only a small proportion of budgets would be allocated to mobile marketing such as SMS or 3G. These platforms are not perceived to be as easy to deal with as more established media.
Well this backs up some of the other reports that we've seen in terms of spend although I'm suprised to see Radio and Magazines still up there. It also shows that there is still alot of education to do when it comes to marketers and their perceptions.
0 comments:
Post a Comment