How do you know that your marketing efforts are as efficient as they can be? How do you or your marketers know how to allocate budgets and shift from traditional to emerging media?
Not a day goes by that I don’t engage in either an internal or an external conversation about how to properly allocate media budgets in today’s ever-fragmenting world.
- Mass media outlets are losing eyes and ears to online and mobile sources.
- Direct marketing efforts are under siege by regulatory and technical limitations.
- Ad agencies are hell-bent on identifying and monetizing ways to connect clients and consumers in the digital world and to do so in a way that actually converts into sales.
- At the same time, marketers in every business segment struggle with dividing their budgets into smaller and smaller pieces, managing them with fewer and fewer resources.
But where is the tipping point? Yes, it’s critical to maximize marketing dollars. Yes, accountability rules the day. But has the historical ruling class of advertising media weight lost its power? No. At least not yet. And that’s a very important perspective for marketers to maintain.
Even though online video viewership grew 40% from 2012 to 2013, traditional video is consumed at a rate more than 18 times greater, according to Nielsen. And that number has remained rather steady for the past five years.
Traditional broadcast and cable/satellite TV outlets still win the day in delivering the bulk of a brand’s message. Nielsen reports that adults 25-34 still spend an average of 3.7 hours every day watching traditional, linear television.
Throughout history, every disruptive technology and emerging media has created a sense of panic that it would supplant an existing mainstream medium. In reality these media become additive to the overall environment; new choices and sources for information or entertainment. It’s very easy to be distracted and affected by the amount of hum created by the shifting video landscape.
Every media plan needs to start with a critical evaluation of where the intersection points are between the target and the available media, but advertisers who have historically found TV to be the most productive medium will continue to do so, at least for the next few years. Any media planner will involve transitional elements of online video placement, properly researched, measured and priced, in all plans.