Vi interessa sapere quali sono le prospettive del mercato adv in Europa? quali i trends dei principali media? quali le opinioni di direttori marketing e media buyers? Questo report di Credit Suisse vale certamente 15 minuti della vostra attenzione!
Mi permetto di riportare un estratto delle evidenze che ho trovato più interessanti e sulle quali riflettere:
”Internet continues to grow at the expense of TV, Print, Radio and Outdoor, even in the downturn. Some investors argue these structural issues are widely recognised and priced in. We disagree: the overwhelming response pointed to almost an acceleration of this trend, and our profitability analysis shows Media operating margins in general have yet to feel the pain.”
Le cifre evidenziate per cinema, i giornali e la pubblicità esterna sono già piuttosto drammatiche ma, se non fosse sufficiente, i commenti dei direttori marketing (pag. 9) sono:“more focus on new media - interaction with final users.” “We will move more money to online - both display and paid search. We will spend less money in print and auxiliary mediums such as radio and digital TV.” “Internet - +20% (paid search but also significant uplift in natural search engine optimisation programmes).”
Il ROI era e sara' ancora di piu' priorita' per i media buyers che definiscono senza mezzi termini come the Losers: Print (-11%), Radio (-9%) and Outdoor (-8%).
Ulteriori commenti significativi da parte dei buyers sono:”Again, a big focus on ROI and correspondingly the Internet as an increasingly effective medium”, “More focus in online”, “Digital is now gaining critical mass in a lot of markets, and this, coupled with the transparency of the medium, means we will be focusing more and more on digital”, “Economic recession causes decrease in advertising expenditure, forcing us to allocate our resources in different and more effective media.““Internet is increasing penetration and, most of all, time spent on medium.”
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