There’s no question that marketing is changing. Advertising is dying and getting reborn all over the place, and word-of-mouth is leveraged by technology tools. The problem is how, how much, how fast and how does it affect your business? It’s a new world, with a changed landscape.
Say it crisply and hit a drumbeat. Many brands do this very well. COKE – happiness. RED BULL – energy. VERIZON – works everywhere. Make your brand value prop crystal clear and preferably differentiated. Use language that connects with your customers. So many brands are still using corporate speak. Humanize your voice. People connect better with humans than a disconnected ‘brand’ persona. Develop a brand personality and use it consistently. Be approachable.
It is estimated that advertising spending worldwide will surpass 560 billion U.S. dollars in 2019, representing a growth of roughly four percent compared with the previous year. North America is expected to remain the largest regional ad market, closely followed by Asia Pacific. Western Europe ranks third, with ad spends amounting to approximately half of these of North America
Consumers across the world continue to increase their expenditure on media and entertainment. This includes spending their hard-earned money on acquiring internet access, reading newspapers and magazines, subscribing to television and radio, playing video games, going to the movies, etc.
Be relevant. What are people talking about. This has resulted in real-time marketing. At a minimum, have a calendar that’s relevant and stays on trend. Use it to build and deliver thought leadership, social and digital engagement. Realize that most people will be browsing on their mobile devices. Use responsive design where possible. Mobile may very well become the largest advertising medium in 2019, a place that has long been occupied by TV. This year, TV is expected to see a decrease globally of 1.3%, to $195.5 billion.
P&G is still the world’s largest spender on a narrower definition of advertising. P&G reported $7.1 billion in advertising costs in the year ended June 2018, including TV, print, radio, internet and in-store ads. Samsung’s reported advertising expenses, excluding its massive sales promotion budget, came in at $4.8 billion in 2017. Samsung Electronics the tech giant spent 11.2 billion U.S. dollars on promoting its products worldwide in 2017.
A new forecast for 2019 has global advertising hitting $616 billion, according to a report released by WARC although the projected 4.3% rise this year would be slower than last year’s uplift of 5.4%. As digital is driving the future, internet advertising is one of few media exhibiting double-digit positive growth in investments. In 2018, internet ad spend, grew by more than 12 percent.
The internet is likely to have a 46.7% share of media spend internationally and 54% share of media spend in the US if digital ad spend goes up the expected 12.1%. This would result in worldwide internet ad spend of $287.4 billion.
Despite the rise of Netflix, cinema advertising is expected to see healthy growth of 7.7%. According to Kantar Millward Brown, ads in theaters experience some of the highest levels of receptivity among consumers both globally and in the US. The other traditional channels with a positive outlook are out-of-home (OOH) – though its predicted growth of 2.3% owes entirely to digital OOH.

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