Online & Offline Media : Two Clear Winners

Old media is making a comeback. According to a recent article in The Economist the resurgence of the 30-second commercial has revived companies that had been in crisis. The power of the TV to monopolize attention is undiminished and with the average American spending 158 hours per month in front of the box, there is great potential to capture an audience.

Media Facts:
- In the first half of 2010, CBS turnover from ads rose from $4 billion to $4.5 billion. Shares have tripled from 2009 lows.

- Globally, the television distribution market will increase from $161 billion in 2006 to $251 billion in 2011, a 9.3% CAGR (compounded annual growth rate).

Digital marketing is unsurpassed in capturing attention at the point when customers are interested in a product. Comparison campaigns and persuasion ads to buy one product over another work very well online but this does not have the same brand building impact as TV. It is social media that poses a threat to TV as brands are built online via discussions, interaction and brand presence on these platforms.

Media Facts:
The PWC Global Entertainment and Media Outlook Report 2007-2011 says:

- Internet will remain the fastest-growing advertising medium, with a projected 18.3% CAGR, reaching $73 billion in 2011. By 2011, online advertising will comprise 14% of the global advertising market.

- Globally, internet advertising and access spending is expected to grow from $177 billion in 2006 to $332 billion in 2011, a 13.4% CAGR.

Making Your Marketing Dollars Work…Harder

There are multiple reports available on the market that will share advertising growth projections in both digital and offline media. This data is useful to understand the media landscape but there are a couple of factors to take into consideration when developing your organisation’s media plan:

1. One size does not fit all – akin to the social media wave, just because everyone else is doing it, does not mean you should. Marketers should take a strategic approach to their marketing spend. We challenge marketers to review their marketing budget holistically: unify offline & online.

Explore how you can leverage cross channel marketing opportunities. Integrate your TV campaign with your online advertising; take your print strategy and give it a digital spin. Remove the silos from your marketing plan.

2. Embrace media fragmentation – Consumers are adopting new forms of media engagement at a staggering rate. The growing power of mobile, apps and devices has seen the rise of a consumer expectation to be able to connect, share and consume at any time. The Internet continues to dominate as consumers expect Internet style interactivity, convenience and flexibility in their day-to-day lives.

Now is the time to be creative and reinvent the marketing wheel in your organization. Whether your audience is B2B or B2C, it is becoming increasingly important to figure out where they ‘play’ in the digital landscape and position your organization front and centre in the action. Be daring. Challenge the status quo – your customers already are.


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