Commentary

Is Brand Vs. Performance Media An Outdated Construct?

by Joe Mandese , 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 …

ad buys, advertising, brand marketing, campaigns, media, media buying, performance marketing, podcasts, research, television, upfront

3 comments about "Is Brand Vs. Performance Media An Outdated Construct?".

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Ed Papazian from Media Dynamics Inc, August 29, 2022 at 12:50 p.m.
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.
Reply

Joe Mandese from MediaPost Inc., August 29, 2022 at 12:54 p.m.

@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.

Rose One Capital from ROSE ONE CAPITAL, August 30, 2022 at 10:40 a.m.

Wow!! thanks for sharing this informative piece.