Advertiser Confidence Double That Of Media: SMG Media Futures 2015

A businessman using a social network to make money. The businessman,social network, hoop, and dollar signs are on a separate layer from the background.

Advertisers are twice as optimistic about the year ahead compared to their media exec counterparts, forecasting a 2.7% spend growth, compared to 1.3%, according to this year’s Media Futures survey from Starcom MediaVest Group.

“For the last three years, we’ve seen modest ad spend predictions from both advertisers and media execs, which has aligned with actual industry spend figures.  Rather than this being cyclical, it now appears to be a structural change as the impact of dollars shifting from paid to owned media starts to hit,” said Starcom MediaVest Group CEO, Chris Nolan.

Social and mobile will see significant growth this year, while Facebook’s introduction of video ad formats last year has sparked huge growth in visual social spend.

“Last year we said there was a paradigm shift for marketers around personalisation and the strong growth in mobile, social and video reinforces that,” Nolan said.

This year for the first time the survey asked advertisers about their use of dynamic creative online ad solutions which allows advertisers to change ad messaging based on consumer behaviour.  In 2015, over half of advertisers expect to utilise dynamic creative solutions, up from 39% who used it last year.

“The overwhelming feedback from advertisers who utilised dynamic creative last year was that it was incredibly successful and so we expect to see a stronger marriage of data and creative in place this year,” said Nolan.

For the third year in a row, the study recorded a decline in the proportion of advertisers using point-of-sale for their below-the-line efforts, while use of SMS campaigns is expected to increase.

“Increased consumer acceptance to allow location tracking and push notifications to mobiles enables advertisers to influence decisions near the point of purchase.  This is an important shift in a space that has traditionally been owned by retailers and in-store promotions,” Nolan said

Key themes and trends included:

  • Search, display and performance are maturing in their growth phase
  • The increase in spending on owned and earned media is expected to be almost 3.5 times that of the increase in total paid media
  • Australian social and mobile trends mirror global but with one of the world’s highest smart phone penetration rates, Australian marketers are poised to drive innovation in this space.
  • 70% of advertisers, agencies and publishers (up 56% from last year) say they will use data partners and data management platforms (DMPs) to optimise online campaigns.
  • The focus on ROI is also a hot topic for marketers, with sales modelling and social media monitoring the preferred approach for ROI analysis. Delivering results and effectiveness sits alongside meeting company objectives as the key pressures for marketers.

Overall, marketers face increased pressure to deliver more agile marketing approaches as new learning systems allow them to understand more about their customers in real-time.

“The technology to allow contextually relevant, tailored marketing to the individual is here and marketers are faced with the task of making it happen.

“The challenge for marketers is working out how much they are able to do in-house versus engaging agency partners to manage for them.  We are starting to see brands establishing in-house data and technology capabilities, such as DMPs and more recently programmatic buying capabilities, which will change the role agencies play for marketers,” he said.




Please login with linkedin to comment

Carefree Paula Schnieder

Latest News

Amazon Prime Secures Rights To Next Cricket World Cup
  • Media

Amazon Prime Secures Rights To Next Cricket World Cup

In a massive shift in the broadcasting landscape, Amazon Prime has secured the Australian rights to the next cricket World Cup alongside a range of other tournaments run by the International Cricket Council (ICC) until 2027. The deal means that Australian Cricket fans can only access the tournaments if they have a paid subscription to […]

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]

oOh!media Unveils 51 New Large Format Sites This Year
  • Advertising

oOh!media Unveils 51 New Large Format Sites This Year

oOh!media continues to rapidly expand its large format digital network, launching seven new sites at premium locations across major arterials in Sydney, Melbourne and Brisbane. The latest large format digitals include another premium site in the exclusive Sydney suburb of Mosman. Positioned at the gateway of the lower north shore on Military Road, the high-impact […]

Seven Uses Gen AI to Push Tech Boundaries With Ignite
  • Media

Seven Uses Gen AI to Push Tech Boundaries With Ignite

The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]

Australian Agency Engaging.io Slam Dunks With Texas NBA Team
  • Marketing

Australian Agency Engaging.io Slam Dunks With Texas NBA Team

Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]

Dentsu QLD Partners With DeadlyScience & UnLtd To Drive STEM Programs With First Nations Youth
  • Media

Dentsu QLD Partners With DeadlyScience & UnLtd To Drive STEM Programs With First Nations Youth

Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]

Revolution360 Parent Venetian Media Group Acquires Digital Native
  • Technology

Revolution360 Parent Venetian Media Group Acquires Digital Native

Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan.  Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]

Murmur Group Launches High-Octane Campaign For Rare Spares Rockynats
  • Campaigns

Murmur Group Launches High-Octane Campaign For Rare Spares Rockynats

One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]