Multiple device usage when engaging with content has caused increased pressure on traditional media, where traditional platforms now need to innovate and gather insights faster than ever.
Cutting adspend may bring short-term savings, but research shows that good marketing campaigns can have results that linger for up to five years. The long-term impact of cutting back on advertising could result in a longer recovery time when the economy starts to grow.
Retail advertising was under the spotlight at the Financial Mail and Ornico AdForum. A series of print, radio and television adverts were critiqued by a panel consisting of Havas CEO Lynn Madeley, Joe Public’s Xolisa Dyeshana, TBWA’s Sean Donovan and Ornico’s Mongezi Mtati.
Recent retail TV advertising, says Mtati, shows a slight shift from the traditionally price-sensitive model of communicating savings to now creating a narrative with visually appealing work. “Checkers, for instance, has been talking about its Gordon Ramsay food range for parents and children.”