Commentary
Is Brand Vs. Performance Media An Outdated Construct?
- by Joe Mandese @mp_joemandese, August 29, 2022
There is new evidence this week from GroupM’s business intelligence team that “brand-oriented” media buys may be gaining on so-called “performance” ones.
The analysis -- part of a sidebar conversation during this week’s episode of its “This Week Next Week” podcast, co-hosted by Brian Wieser and Kate Scott-Dawkins -- came …
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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
A most interesting subject, Joe. We have been doing a specail analysis of how branding ad dollrs split versus non-branding ad spend by media for a number of years. The findings, which are educated estimates, based, in part, on reviews of what kinds of ads appear in each media, have consistently shown that branding campaigns account for roughly 50% of total ad dollars---with TV, radio and magazines overwhelmingly supported by branding ad revenues while digital media are very heavily oriented to non-branding activities---search being a primary example.
The main point is that in many cases, these funds do not come out of the same "budget" nor are they handled by the same people at the advertisers or the agencies. Indeed, much of the non-branding spend is done in-house or via specialist agencies and it's often at the behest of the sales or distribution people not the brand managers---though there is some degree of coordintion between the two. Which means that if there is a cut back on non-branding spend during a recession this does not necessarily mean that the branding campaign will be affected---or vica versa.
@Ed Papazian: Thanks for sharing that, Ed. If you ever want us to publish something more substantive, we'd be happy to do an article based on your tracking.
Wow!! thanks for sharing this informative piece.