12/11/08

Snapshot of Media Plans & Budgets For 2009

At the "Masters of Marketing" Conference held recently by the Association of National Advertisers, 1,200 client-side marketers, media and creative agencies and others, were polled via handheld devices about their marketing mix, budgets, plans, and tactics throughout the event. The results are shown here:

Adjustment to current marketing and media plans to account for the recent downturn in the financial markets:

  • 33% say spending will be reduced
  • 33% say spending will be constant / marketing mix will be reallocated
  • 27% expect to spend more
  • 8%  will keep everything status quo

CEO view of marketing efforts with respect to growth:

  • 56% think of brand-building as an investment
  • 21% think it's an unaccountable but necessary expense
  • 15% are not sure
  • 8% consider it an unnecessary expense

Preferred social media site for driving brand growth:

  • 32% say none
  • 20% say YouTube
  • 18% Facebook
  • 12% like them all
  • 10% say LinkedIn
  • 6% MySpace
  • 3% Twitter

Plans for Marketing expense in 2009 vs. 2008:

  • 26% plan to increase spending more than 10%
  • 13% plan to increase spending less than 10%
  • 28% will hold stable
  • 14% will decrease spending less than 10%
  • 19% will decrease spending more than 10%

The largest branding discipline offering opportunity for growth:

  • 17% choose traditional 30-second spots
  • 7% like one page advertisements in a newspaper/magazine
  • 16% pick web advertising
  • 28% choose social media integration
  • 7% feel direct Marketing
  • 19% think grassroots, viral public relations
  • 5% like radio

Company's current measurement method of brand growth:

  • 70% say sales and net income
  • 15% use third party brand equity valuations
  • 9% think shareholder value
  • 4% measure by household penetration
  • 3% say company culture

Source: Association of National Advertisers, October 2008

No comments: