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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

The advertising landscape continues to shift

Here’s what brands need to know

18/04/2019
in Opinion
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Fal Patel, Head of Agencies, Nielsen; Source: Nielsen

A lot has changed in the last 20 years. In the year that Shakespeare in Love won best picture at the Oscars, Britney Spears topped the charts and the Y2K bug terrified computer users everywhere, there were 186,270 advertisers. Whether due to high levels of consolidation, M&A, companies not surviving over the years, or a shift away from traditional classified advertising and increased use of endorsements or sponsorships, the number of advertisers has steadily dropped to less than half the number there were 20 years ago, a mere 85,630 advertisers (as of 2018).

Nielsen Ad Intel data shows that over the last five years, there has been a significant reduction in the number of advertisers in the top five advertising categories. In Entertainment & Leisure, advertisers have dropped from 28k to 18k; Finance from 6k to 5k; Food from 2k to 1k; Auto down from 7k to 6k; and Travel & Transport from 9k to 6k.

Despite this, and thanks to the evolution of digital media, the total number of creatives has actually increased across most of the top five advertising categories. The more adverts there are, the more difficult it becomes for brands to cut through the noise and reach their intended audience.

The brands that will successfully future proof their advertising strategies will be the ones that follow best practice for advertising within their sector. Here are a few things for marketers to consider.

THAT’S ENTERTAINMENT: GREAT ADVERTISING IN THE LEISURE SECTOR

Entertainment is a sector ripe for experimentation with exciting new formats made available by burgeoning AR/MR technology. Entertainment marketers can also get creative with formats like six-second ads. Nielsen Consumer Neuroscience found that compressed ads were perfect for dwindling attention spans as they require less cognitive effort to process.  A recent study found that 96% of compressed ads performed as well or better than the original, just one of the reasons we’re seeing greater adoption of this format. Airbnb has used six-second for its Live There With Your Family campaign, and Universal teased the release of Jason Bourne.

BANKING ON A BRIGHT FUTURE FOR FINANCE

The number of finance adverts has steadily grown over the past five years, potentially owing to finance brands wishing to improve trust following the financial crash in 2008, and the rise of new disruptors like Monzo, many of which exist only online, and are looking to make their mark.

Nielsen’s Connected Commerce report shows that 63m Brits are online, and 84% of UK consumers are using mobile internet, one thing is certain: advertisers should be thinking mobile-first. Finance brands that want to successfully engage with new and existing customers should focus on engaging social content and personalised, best-in-class mobile ad experiences. Banking is no longer just selling a service, it’s selling a lifestyle.

THE ROAD TO SUCCESS FOR AUTOMOTIVE

It’s a generally acknowledged truth that automotive ads struggle to cut-through. As the trend towards buying fewer cars continues, auto brands should focus on reinforcing their messaging with memorable creatives so customers can accurately associate a given campaign to the right brand.

As driverless cars edge ever closer to becoming a reality, and people become passengers rather than drivers, auto brands should think about the potential role that their out of home advertising could now play, as well as the additional advertising possibilities and formats that this new technology will bring.

BLUE SKIES AHEAD FOR TRAVEL ADVERTISERS

The number of travel and transport adverts peaked in 2017 at 9m, and has been declining since then (8m in 2018). Travel marketers looking to give potential and existing customers a great advertising experience should focus on the visuals in the creatives – consumers now shop with their eyes, as the social media effect, in particular, Instagram influences everything from purchasing decisions to which products get manufactured in the first place. The travel industry is capitalising on this, EasyJet recently launched an app that allows travellers to buy a flight just by looking at a photo of the destination. Looks aren’t everything – but they count for a lot in this sector in the Insta Generation.

MAKING ADVERTISING A PIECE OF CAKE FOR FOOD BRANDS

Older households account for a huge proportion of the shopping demographic and have an enormous impact on the consumer marketplace. Older households (45+) represent 62% of households, yet they control almost 70% of total FMCG spend.

Quality is the main factor that older shoppers look for, and 60% of mature shoppers look for locally made products. Another key concern for the mature shopper group is plastic: two thirds are very concerned about the amount of plastic packaging within grocery products. With such a huge amount of buying power, it is clear that food brands should be engaging older shoppers with advertising focused on these trends in order to increase awareness, loyalty and to drive sales.

Here’s to the next 20 years of advertising – and better advertising for all involved.

 

Tags: MediaNielsenresearch
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