Since Radiocentre launched one of the most in-depth pieces of research on the relative value of media ever undertaken earlier this month, with research carried out by Ebiquity on their behalf, there have been plenty of mentions of its findings in the press. In Marketing Week, Mark Ritson claimed that ‘marketers are clueless about media effectiveness’ while Gideon Spanier shared that Ebiquity was ringing the ‘alarm’ that advertisers are undervaluing traditional media in Campaign.
The report was set up to provide a holistic overview of the performance of advertising channels for brand building campaigns. But what are its results and why should we be paying attention to them? To save you time, we’ve drawn from the report what we believe to be the five key things that brands need to know about the findings.
It identifies the five most important attributes for a brand-building campaign.
The project determined what advertisers and agencies consider to be the most important attributes when building a brand. These attributes are as follows: targeting the right people in the right place at the right time, increasing campaign ROI, triggering a positive emotional response, increasing brand salience, and maximising campaign reach. It then evaluated how each medium performs against these attributes.
It shows the best performing mediums against these attributes to be TV and Radio.
Combining evidence scores from all 12 attributes firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. The report shows that online display is the weakest performer. Nick Pugh, our Head of Effectiveness, says: “There is strong evidence that spend levels behind TV & Radio should be increased and increased significantly. Rightsizing investment will help brands accelerate business growth.”
It highlights that advertisers undervalue traditional media and overrate the value of online video and paid social.
The one exception to this is TV. There is strong evidence from this research that digital advertising, especially online display, is not performing as well as other media in delivering the qualities required for a long-term brand-building campaign. And this is at odds with the scale of investment in online advertising.
It finds that targetability is rated as being the most important attribute of an advertising medium by advertisers.
Agencies rate targeting as the most important attribute, full stop. For advertisers, the ability of a campaign to trigger a positive emotional response is just ahead. Not surprisingly, brand salience is particularly important for advertisers in the FMCG sector. Advertisers quite rightly see digital media excelling for their highly sophisticated targeting potential.
It recommends re-evaluating the media mix.
This re-evaluation will help advertisers to achieve better long-term brand growth. Advertisers should re-evaluate the media mix to ensure they are using the most effective combination of media for their brand. Our Managing Principal, Ebiquity|Intel Morag Blazey, says: “These findings reveal that it is time for the industry to re-balance their use of media to optimise advertising budgets.”
So, what action do we advise brands to take? Read the report, ask basic questions (What result am I intending to generate through spending this budget? What media will be best for doing that? How will I measure it?) and make sensible decisions. Simon Cross, our Client Service and Product Development Director, says: “From a UK perspective, this report doesn’t change the media landscape. What it hopefully will do is prompt brands to look with a less cluttered mindset at the plans they are presented with and look with a more demanding eye at online.”
To find out more or to read the full ‘Re-evaluating Media’ report, please click here.