It is clear that there are four main drivers for media selection in 2018. Marketers are looking for clear targeting cut-through, the ability to show strong ROI, a positive emotional response to the message and increased brand salience at the same time. If you put Byron Sharp, Peter Field, Les Binet and the IPA in a big industrial blender this is probably the juice that the concoction would produce. So, no real surprises.
In contrast, many of the industry’s other obsessions appear to be far less important to marketers. The push for transparent third-party measurement and brand safety might be hot topics for most marketing conferences but they are not on the radar for the average advertiser. Low cost does not appear to be much of an attraction either.
If I could be critical of the sample’s responses just once it would be the relative weak performance of ‘gets your ad noticed’. There is a ton of evidence to suggest that most advertising simply does not even break into the consciousness of the target market and I would have expected marketers to push this issue higher up the agenda.
But the interesting part of the report is examining how marketers think the various media perform against these dozen demands and then looking at what the hard evidence says their actual performance is. For reasons of focus and length I will keep my assessment to the top four main drivers for this column but interested readers are encouraged to download the full report here.
Re-evaluating Media is a study commissioned by Radiocentre and independently conducted by Ebqiuity which makes an impartial and robust re-evaluation of online and offline media. The results highlight a major discrepancy between perceptions of individual media and what the evidence says, suggesting that it is time for the industry to re-evaluate media decisions to optimise advertising budgets.