Media Futures predicts a positive turnaround

Media Futures predicts a positive turnaround

Industry insiders are predicting an increase in media spending in 2014, according to Starcom MediaVest’s latest Media Futures survey.

B&T Magazine
Posted by B&T Magazine

The predictions are for the end of a three-year decline in anticipated levels of spending, and for a modest return of confidence to the market.

Advertisers expect to see an overall increase of 2.6% in spending, and media executives are predicting a 2.8% rise in 2014.

Chris Nolan (pictured), CEO of Starcom MediaVest Group Australia, said: “Innovation in depth and breadth of media provides for more participation and personalisation from communications, thus having the opportunity for greater relevance and potency.

“The challenge that comes with this is that no channels are expected to be used less, so advertisers will have to get smarter about their investments, and this is absolutely reflected in the fact that almost half of advertisers are looking to increase their ROI activity.”

Media Futures 2014 shows that advertising investment is expected to increase substantially in the online media channels of search, mobile and online video, while investment in newspapers and magazines is predicted to decrease by 2.7% and 8.9% respectively.

Nolan said: “As we’ve seen for the past decade, digital media channels are forecast to have the highest spend increases, but interestingly free-to-air TV is also forecast to increase 4% on the previous year. This could be because of the increased levels of participation with television through platforms like Twitter, which enhance the experience for viewers.” 

Latest News

Has This X-Rated Adult Ad Gone Too Far?
  • Advertising

Has This X-Rated Adult Ad Gone Too Far?

We've watched this TVC for Coco De Mer 47 times in the B&T office and still can't decide whether it's porn or art.

by B&T Magazine

B&T Magazine
lightbulbs on blue background, idea concept
  • Marketing
  • Media

Top Tips For A Cracking Slogan

There are some brands out there who's slogans are so well known they roll off the tongue. In this article, Vertical Response has coined some top tips to make your brand slogan as fabulous as Nike's 'Just Do It'.

JWT Uses Emotion In New Campaign For Kimberly-Clark Australia
  • Media

JWT Uses Emotion In New Campaign For Kimberly-Clark Australia

Emotive messaging about unsustainable deforestation and the devastating effects it has on Borneo’s endangered Orang-Utans, takes centre stage in a new brand strategy and creative campaign for Kimberly Clark’s Kleenex Cottonelle brand, via J. Walter Thompson Sydney.

Happy successful sportswoman raising arms to the sky on golden back lighting sunset summer. Fitness athlete with arms up celebrating goals after sport exercising and working out outdoors. Copy space.
  • Media

Cummins&Partners Wins SA’s Motor Accident Commission

Cummins&Partners South Australia has been appointed to partner with Motor Accident Commission (MAC) for strategic and creative services. Following a competitive pitch, Cummins&Partners will work with MAC to deliver campaigns specifically targeting road safety in South Australia after successfully joining their agency panel.

Cummins&Partners Emphasise Streaming Powers In New Vodafone Campaign
  • Marketing

Cummins&Partners Emphasise Streaming Powers In New Vodafone Campaign

Cummins&Partners and Vodafone have launched a new integrated campaign that continues to extend their global ‘Power to you’ platform. It emphasises the streaming trends that have exploded in Australia with the recent launch of a number of new SVOD services.

King Content Hires Former Weber Shandwick Strategy Director
  • Media

King Content Hires Former Weber Shandwick Strategy Director

King Content has appointed former Weber Shandwick (Chicago) Strategy & Planning Director Penny Bartholomew to head up the strategic business unit in the Melbourne Office. As Head of Strategy – Melbourne, Penny will be responsible for the strategic function of the office, which has a client roster that includes Bupa, ANZ, Monash University and Telstra.