Financial services is one of the most competitive industries in SA, with players across the board working to win a share of voice from their peers. Join Ornico and the FM on June 22 as they investigate the most recently flighted financial services advertising and discuss marketing trends in the sector at the Financial Mail AdForum event in Parktown, Johannesburg.
In 2011 recorded errors ranged between 5% – 15%, depending on specific mainstream television channels. By 2016 the average error rate recorded was around 5%, marginally improving to 4% for 2017 – once again campaign and channel dependent. The proliferation of media channels have certainly made it extremely difficult for brands to keep track of all their advertising spend but it becomes clear that major marketing budgets are still being wasted.
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.