George Parker’s well aimed rant at weak minded advertising for weak beer, included a very interesting idea. While beer advertisers have reduced their media spend on traditional media by almost a quarter, overall market sales have gone up.
What do we learn from that? That the digital media advertising that’s taking-over the budgets is really driving sales? Of course not. It’s easy to forget that advertising isn’t really needed to prop up the segment itself; you don’t need to watch a load of tv spots to think ‘oh I fancy a beer’ or ‘I think I’ll continue to buy detergent’.
Big budget bought media is all about driving market share for individual brands, and yes we will still soon this stop working. When the big spend (in Seth Godin’s terms in the TV-industrial complex) starts costing more than it brings in, then we really will see an inflection point in the decline of bought media.
(Fantastic cartoons, as usual, courtesy of Gaping Void).