Monday, November 10, 2008

Snapshot of Media Plans & Budgets For 2009

At the "Masters of Marketing" Conference by the Association of National Advertisers recently, 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)

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