IAPI ADFX 2012 – some trends
The most important business objective set by clients with ADFX entries 2012 by a small margin was to gain sales and volume. This was closely followed by a change in attitudes towards a brand and to drive web traffic and app downloads. Interestingly a higher number of entry campaigns discussed these top three objectives rather than market share gain and new customer acquisition.
In line with business objectives the top three advertising effects discussed in entries were
- Directly influencing behaviour
- Increase sales
We also looked at the communication channels discussed in each of the entries and Digital proved to be the most popular medium used. We broke digital down into the following channels that were used in order of popularity;
- Online Display & Social Media
Every ADFX entry received had used Digital in muliple forms and would total 127% of entered campaigns having used digital.
TV Advertising also proved to be a popular medium amongst entered campaigns with 66% of campaigns having spent and used TV. In addition to TV advertising 11% used branded TV entertainment/content and 3% used TV sponsorship.
Spend on TV advertising was followed by National Press. While some entries did discuss the use of regional press, 55% of entries used national press titles.
This was closely followed by national radio, and as with press some entries did discuss using regional press however, 52% of entries used national radio.
If we look back at the business objectives driving web traffic and app downloads featured in the top 3, app development and sponsorship within an app was only used by 16% of entered campaigns. This would suggest that most brands choose to drive customers to their website in order to communicate with them further rather than use apps.
See below for a full breakdown of trends:
|Sales volume/volume gain||25|
|Market share gain||19|
|Defence of market share||14|
|Develop new market/launch new product||14|
|Revitalise existing market||8|
|Reduction of price sensitivity||0|
|New customer acquisition||19|
|Support of trade||0|
|Drive web traffic/Drive app downloads||22|
|Change in attitudes||22|
|Other social, political and non profit aims||14|
|Improve product & customer service||17|
|Digital – website/microsite||25|
|Digital – online display||36|
|Digital – search||14|
|Digital – Viral||5|
|Digital – Social Media||36|
|Digital – other interactive||11|
|Word of mouth||0|
|Mobile/Apps (including sponsorship of apps)||17|