Marketers report increased adspend despite falling confidence amid Brexit

Marketers report increased adspend despite falling confidence amid Brexit

According to the IPA’s Bellwether Report, UK marketers have “held their nerve” in the face of an uncertain business climate following the UK’s Brexit vote. In Q3 of 2016 13.4% out of 300 marketers surveyed increased their ad spend. An increase of 10.7% from Q2. However, the advertising market remains uncertain since Brexit having an impact on financial prospects over Q3. 12.1% of marketers were pessimistic about their industry’s financial prospects down from -8.1% in Q2 and the lowest recorded figure by the survey since Q4 in 2012. However, they seemed more confident in their own businesses during Q3 with 31% expressing optimism and a net balance of 10.6% but down on Q2 which posted 13.7%. The report forecast ad spend up  1.9%, from the expectation of 0.2% decline, but it expects a 0.7% drop in 2017. A growth of adspend is projected for 2018  up  +0.2% , 2019 +2.4%, 2020 +2.7% Events budgets grew in Q3 by +9.9% Internet budgets grew in Q3 +4.9%. Main media advertising fell by 3.8%, in Q3 compared to a rise in Q2 of 9.3%. PR was down -1.1% in Q3 whilst market research fell by -2.3% and sales promotions by -4.0% The report further shows that a positive forecast is now predicted for ad spend growth in 2016 and that with the negotiations in Brexit beginning, a tougher 2017 seems inevitable. The Media Angel team keep updated on market trends to get the best outcomes for our clients. Get in touch today on 02921 320 200 or email us at Standout@themediaangel.co.uk to discuss the best mix channels for your marketing...
Help your business STAND OUT from the crowd

Help your business STAND OUT from the crowd

Everyday it is estimated that we are exposed to nearly 400 marketing messages, of which only 150 are actually noticed and a lot less are recalled or make enough impact to prompt action. So how can you ensure you make yourself easily found? 1. Have a marketing strategy and review it. Have a clear idea of what you want to achieve and a focused strategy to help drive your business forward. Is retaining and winning new customers key or is increasing sales your goal? Don’t forget to review and tweak that strategy. 2. Know your customer. Who are they? Where are they? How can you target them? Knowing your customer helps target them at the right place at the right time and at the right cots; ultimately leading to a return in investment. 3. Know your competitors. What are your competitor’s strengths and weaknesses? How and where are they advertising? what can you do differently? 4. USP’s. Be clear of your unique selling point(s); make these part of your marketing strategy. Why should somebody choose you over your competitors? Let people know why you are the best company to come to. 5. Be consistent. Be consistent with your messages, reiteration is key. You want your clients to recognise you instantly. Less is more. 6.Be clear. What do you want your clients to do? Buy a ticket or product? Log on to your website? Find out more information? Call you? Tell them what to do and how to do it. Make it easy to be found. 7.Be social. No business can afford to ignore social media; it’s good for developing...
Advertising in newspapers could triple your ad campaign effectiveness

Advertising in newspapers could triple your ad campaign effectiveness

Advertisers who are cutting back on newspaper advertising might be missing a trick. According to a new study conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times. The study covers 500 econometric models to provide evidence of the impact newsbrands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital newsbrands boosts print ROI by up to five times. The research follows challenging times in the print market, which has seen print advertising revenues decline at a rapid rate this year as advertisers are investing more digitally. The research hopes to prove the value of print advertising. It claims advertisers wanting to maximise effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4%. That figure has since dropped to 7.6 % in 2015. On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; 3 times for travel; 2.8 times for retail; 1.7 times for automotive; and 1.2 times for FMCG. Claire Harrison-Church, VP marketing at Asda, said: “Newsbrands are a crucial part of Asda’s marketing mix because they provide us with an influential and flexible platform that we use to inform and inspire our customers. The ultimate goal of our comms is to deliver returns and this large-scale study allows us to continue to invest...
Consolidation of Press Advertising Sales?

Consolidation of Press Advertising Sales?

Newspaper groups are discussing merging their advertising sales. With declining print revenues and a lack of online growth in the face of Google and Facebook’s dominance over the past 18 months proprietors and media owners have had to focus their minds. There are around eight main sales houses currently– News UK, Mail Brands, Guardian News & Media, Telegraph Media Group, Trinity Mirror, Northern & Shell, ESI Media and The Financial Times; merging ad sales is a logical move to gain scale. This excludes regional newspaper publishers and magazine companies. TV has consolidated into just three sales houses, radio and cinema each have only two major players; all have reaped benefits. Trinity Mirror is very keen to push joint ad sales and have sounded out Telegraph Media Group, News UK and others.But progress has been mixed. Trinity Mirror has pulled out of 1XL, a joint ad-sales house for digital advertising, in which regional publishers Johnston Press and Newsquest remain involved. Scott Gill, managing director of 1XL, is optimistic that joint ad sales can take off across the industry, “assuming legality is established and if there is buy-in from the highest levels”, he says. So to conclude, moving to joint ad sales might be a good idea, but no-one thinks it will be easy and it could be a while up. If you are interested in including press as part of your advertising campaign, please give our team a call on 02921 320200 or e mail info@themediaangel.co.uk #...
Brands are losing consumer trust on social media

Brands are losing consumer trust on social media

Recent research conducted by YouGov for the Chartered Institute of Marketing, shows 25% of consumers claimed to have seen a fake online review, increased from 17% when the survey was last conducted in 2014. Also, 21% (up from 14% in 2014) of consumers say they have seen a brand incentivising customers to share positive comments on social media without making it clear to the users, with 16% saying that brands pay someone for promotion without payment being declared. “This has led to consumers querying if what they are seeing is genuine. There is a growing awareness of certain practices out there, brands should be wary,” says CIM CEO Chris Daly. Brands social media platforms are losing trust with consumers. 30% say they have little or no trust in the brand information they view on Facebook, 20% rise since 2014. The increase is matched across Twitter, Instagram, Pinterest and LinkedIn. Brands should be concerned as social media is a key source of information for consumers when making purchase decisions. When questioned by CIM, 62% of people said they now ‘Often’ or ‘occasionally’ use social media when deciding whether to make a purchase. “Consumers are looking for reassurance on social media that the restaurant they have booked for a special occasion or laptop they are thinking of buying is the right choice. “Creating a degree of transparency and honesty will make brands appear authentic and boost loyalty.” – Chris Daly, CEO, CIM The Advertising Standards Authority has undertaken work to engage with, raise awareness of and produce advice and training to marketers. 52% of marketers have little or no understanding of...

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