WARC, the global authority on advertising and media effectiveness, has today released the latest edition of its Media Allocation Benchmark report, identifying the typical budget split of highly successful campaigns.
Using its database of effective advertising campaigns, WARC has analysed close to 840 case studies between 2009 and 2017 that contain budget and media allocation information for TV, digital, print, out of home/experiential and other media.
Some key findings included in the report are:
Successful brands have spent an average of 69% of their budgets on television and digital channels combined over the 2013 - 2017 period.
The biggest determinant of media allocation is the size of the budget. Successful, prize-winning low-budget campaigns are highly digital-focused. At high budget levels, TV takes up more than 60% of a prize-winning brand's advertising investment.
Media allocation varies by sector. Categories with low budgets, such as government and not-for-profit, are highly digital-led, as are transport and tourism; a category where consumers increasingly purchase online.
The food category has the most concentrated media investment profile. Prize-winning food campaigns allocated 81% of their budgets to TV and digital combined.
Commenting on the findings in the report, Amy Rodgers, Research Editor, WARC, says: "Gaining the right balance of TV, which delivers reach, and digital, which supplements reach and aids activation, is a critical component of media allocation. The findings suggest that, when extra budget is available, it is often invested in TV."
In the US, television remains the most common place for people to get their news and local TV is immensely strong. However, times are changing, and with new generations growing up it is necessary to adapt to their consumption patterns and preferences – an audience which is more online than in front of a TV in the living room .
In 2017 local TV news experienced a decrease of viewers in most time slots, losing an average of 15% of viewers in the morning; 4% around midday news time, and 7% in the evening1. While there is a general decline in viewers in non-election years, the decrease of TV-viewers has been essential, and it keeps growing. On the other hand, the audience for online news is increasing.
Here are 5 ways to increase your digital content and engage your audience with local TV news online:
1. Increase your video content on social media
The consumption of news video online has grown in recent years. While television websites are a dominant local news source for many smaller markets, this year’s Digital News Report showed that people prefer accessing news through a side door. Which means, the majority (51%) of news video is consumed on Facebook, YouTube, and other similar platforms.
This demands a constant supply of engaging content which is challenging to deliver with today’s leaner newsroom resources. As such, newsrooms are leaning on cost-effective ways to augment their video capabilities. Reuters has seen growing demand for their online video service that delivers over 200 video news stories per day, covering major international events to local happenings.
While television websites are a dominant local news source for many smaller markets, this year’s Digital News Report showed that people prefer accessing news through a side door.
2. Live videos outperform everything but breaking news
Give your audience the chance to experience events as they happen. When planned well, Reuters has seen that scheduled live videos top any other content but breaking news. Platforms like Youtube and Facebook promote live videos via notifications, making them more visible. The reach and the length of minutes watched increases. Check out the tips on how to make live video work online from Reuters video expert, Tessa Kaday.
Reuters Live Video on Reuters Connect
Now, we’ve made it even easier for our clients to experiment across platforms this way, allowing them to send live content straight to a variety of social media sites straight from our platform.
3. High demand for User Generated Content
Non-polished videos work best on Instagram, as The Guardian just recently discovered. Despite the originality of user-generated videos, as journalists, we sometimes rely on the videos our audience shoots. But we also need to be sure they are accurate. Reuters not only offers a huge variety of user-generated content, but it is also verified. Fundamental to successful and reliable journalism.
4. Access to rich archives is inevitable
People love historical moments. They want to see the change and enjoy nostalgia. What did Queen Elizabeth II look like when she got married? Want to watch the iconic fight between Muhammad Ali and Sonny Liston? To cover a topic we frequently travel back in time to dig out historical clips and pictures. Access to a comprehensive collection of pictures, articles and videos, capturing the most iconic moments is inevitable.
Reuters archive possesses over a million clips, including content from partners, bridging three centuries.
5. Think Multimedia
In a mobile-driven era, it is important to experiment with new vertical, multimedia formats. Interactive content is wanted. In fact, the mobile reach for news has doubled in six years. Make your formats available on any device and check out what Reuters ready-to-publish offers.
Don’t miss out on the benefits of a new era! Go beyond your traditional broadcasting and use the potential of digital content to grow your audience. Have instant access to a range of content and formats provided by a very well-known and trusted news agency.
Zenith is celebrating its 30th birthday. In October 1988, Zenith opened for business in a converted warehouse in Paddington, London.
Created from the media buying departments of Saatchi & Saatchi, BSB Dorland and KHBB, it went on to become the first worldwide media agency network.
From its original UK base, Zenith became the first media agency to launch in many of the key markets around the world, most notably in China in 1994 and the US in 1995. In 2000, Zenith merged with Optimedia following Publicis Groupe’s acquisition of Saatchi & Saatchi.
In 2002, ZenithOptimedia unveiled its unique positioning and commitment to marketing performance: The ROI Agency. Over the course of that decade, ZenithOptimedia became one of the fastest growing networks, launching into performance, branded content, analytics, full service digital and sponsorship consulting.
Following the creation of Publicis Media in 2016, the network was reborn as the new Zenith. with a new growth proposition for clients, a state-of-the art platform – ROI+ – and refreshed brand identity. Last month, Forrester named Zenith as a ‘Leader’ in its Wave™: Global Media Agencies report, recognising the network for its future-facing strengths in “e-commerce, personalisation, marketing consulting, automation, AI and data visualisation”.
Vittorio Bonori, Global Brand President, Zenith, said: “I feel very proud to be part of this pioneering network as we celebrate our 30th anniversary. As the ROI agency we have continually innovated and our vision is to be a key business partner for clients, focused on growth strategy, experience planning and 1-2-1 optimisation.”
‘The Indian language digital user is looking for more than just entertainment’
Rise of the Indian language digital user is the talk of the season. From old and well known players like Times Internet, Dainik Jagran, Dainik Bhaskar and Vikatan to new aggregator apps like Dailyhunt and Newsdog are betting big on the everyday Indian consuming content on his or her mobile phone.
Not just publishers, there are many startups which are focusing on enabling the Indian language user in many different ways - from indic keyboards to language chatbots. We caught up with Sachin Bhandary, Vice President, India operations, Roar Media to talk about the Indian language content space. Sachin was a PR professional for almost a decade, before traveling to 14 countries during his 18 month long sabbatical. That is when he became an established travel writer, and a chance encounter with the Roar Media founder made him bring Roar Media to India.
Roar Media is a new age digital publishing company focused on Indian language users with operations in India, Sri Lanka and Bangladesh through its website and video play in Hindi, Tamil, Bengali and Sinhala(Sri Lanka). The company also operates an English language brand called Roar Lk in Sri Lanka.
1. Why is the Indian language digital space thought of such a big opportunity?
You know, the Indian internet till now was primarily led by English language. And as someone who has traveled to 24 countries, I always used to wonder how Brazilian internet is all about Portuguese and the rest of South and Latin America is Spanish. Similarly, European countries have their own languages and that is the language their internet uses as well.
But I think the problem was that considering we are such a heterogeneous society with a fairly decent adoption of English, it became the lead language on our internet as well. Now, owing to a few factors like the data revolution brought about by Jio, cheaper smartphones and growth in tier II & III cities is making the Indian internet more democratic. And this is just the beginning.
9 out of 10 users joining the internet now are likely to be Indian language users and they are already a majority compared to English language users. According to a Google KPMG report, 536 Million digital users by 2021 will be Indian language users as opposed to 199 Million English users.
Of course, with this kind of population coming online for the first time, it opens up a world of opportunities.There is no doubt that this is an exciting space!
2. How does Indian language content fit into all of this?
Content drives the internet, doesn’t it? Everything you watch, read or hear on the internet is content!
Considering that Indian language users are going to be such a huge population online as well, there is a big demand for content that they can read, watch and understand. There is also need of native language content because that is what connects with them.
‘English is for the brain and mother tongue is for the heart’. I read this somewhere and it could not be more true.
Apart from publishing companies like ours, even big retailers like Amazon, Flipkart are figuring out ways to connect with the Indian language user better. Because connecting and being relevant to them, needs a paradigm shift. You can no longer just think English and translate that into a regional language.
So we think that there is growth for everyone, in fact, in the coming days more players will join in building this eco-system and that will be benefit both the companies and the users.
3. Roar Media, we know, is focused on knowledge based content. Aren’t regional language users more interested in entertainment?
Well, everyone is interested in entertainment! Indian language users are, and so are English language users. But that does not mean that they are only interested in reading or watching bollywood gossip or slapstick humour.
Our experience has been different. We started out by focusing on providing good quality content to our audiences and quickly realised that content that improved their knowledge quotient is something they were craving for.
So yes, the Indian language digital user is looking for more than just entertainment online. That is how we have been able to build about 2 Million actives on our website and do close to 30 Million video views per month.All this in a matter of a few months and these numbers are growing everyday.
4. What is your revenue model?
We are focused on sponsored and branded content campaigns. Just like our editorial content, the branded content also informs our audiences and that is our main source of revenue. We firmly believe that there is lots to be done in this space and are working on some exciting branded content series with some brands!
Content as a service is also something we provide for select clients in multiple languages.
5. Isn’t it difficult monetising regional language audiences?
Actually the point is about getting the focus right. For us, we feel that branded content is the way to go. Many progressive brands are already working with publishers like us and others to create memorable campaigns.
We recently concluded a campaign with MG Motor where we were the regional language partner for the Changemakers campaign. We profiled six women who were changing many lives with the work they are doing. This campaign was run in all of our three language platforms i.e Roar Hindi, Roar Bangla and Roar Tamil.
6. What does the future hold for Roar Media in India?
Future holds a lot of promise, and our preparation will make this promise a reality.
We would want to be present in 7 Indian languages by 2021 and be the leader in knowledge oriented regional content.
In terms of the quality of our content, we would want to keep it knowledge focused yet entertaining. We recently won Gold & a Silver award at Afaqs Digipub for best website design and best Video feature respectively. We would want to build a strong identity in the industry as a knowledge focused content brand in multiple languages.
President & CEO Toshihiro Yamamoto has announced it and Scrum Ventures LLC,a US-based venture capital firm, will co-host the SPORTS TECH TOKYO in 2019 in Japan and the U.S.
This acceleration program* originates in Japan and aims to help the growth of sports-based startups gathering from all over the world and provide opportunities to companies in need of open innovation.
Startups in the field of sports with advanced technologies and new business ideas are expected to apply from all over the world. They will receive special support such as mentoring** through the one-year program. The participants will also have networking and pitching opportunities with the Sports Advisory Board*** that consists of players and specialists from a variety of sports organizations and professional leagues and teams from Japan and the U.S.
Leading companies that are interested in sports-related open innovation are expected to participate as partners. In addition, we are planning to provide a place for testing and validating the participants' products and services, collaborating with sports facilities such as a stadium, during the second stage of the program.
In 2016, the U.S. sports market was estimated to be more than 50 trillion yen. Within this booming industry, the investment in start-ups involved in Sports Tech, a technological solution that makes the most of IT and other new technologies that add new value to sports and create new business, has tripled in four years from 2011 to 2015.
In Japan, the government-sponsored Japan Revitalization Strategy 2016 selected sports as one of the 10 strategic public-private joint projects to be cultivated as a growth industry. The report shows a guideline set by the government which aims to expand the market for sports industry from 5.5 trillion yen in 2015 to 15.2 trillion yen in 2025.
Under this favorable environment, we aim to build a new system with which the Sports Tech innovations driven by this program are effectively fed back to the sports industry. Together with strategic, on-going involvement in sports business, we will contribute to the development of domestic sports and revitalization of sports industry.