
Kenya’s Safaricom is the most valuable non-SA brand, study finds
South African brands again dominate the latest Brand Finance Africa-wide study, but several Kenyan brands put in a strong showing.
TV VIEWING TRENDS
By our News Team | 2022
Traditional television is still attracting significant ad spend, but this is slowly but surely moving to newer forms of TV viewing.
US marketers and their agencies are having to come to terms with significant changes in television viewing habits, a recent study emphasises.
Advertising dollars are shifting to streaming, the researchers found. And while linear/broadcast TV still draws substantial media spend – a third of marketers dedicate 25% or more of their budget to it – over the next 12 months, 52% of marketers plan to increase budget for connected TV (smart TVs, gaming consoles and connected devices).
In addition, 34% of marketers say they will be dedicating more dollars to addressable TV (cable and satellite providers), while 25% of marketers are looking to decrease their linear/broadcast TV budget going forward.
Photo by Ketut Subiyanto from Pexels
Titled “The Unstoppable Evolution of TV to Total Video: Everything You Wanted to Know About Next Gen TV, Video and Streaming, But Were Afraid to Ask,” the study/guide has been published by the CMO Club, is a community for marketing leaders, and Catalina, a specialist in shopper intelligence and personalising the shopper journey.
The guide cites several statistics that underscore how Next-Gen TV is poised to overtake both linear broadcast and cable TV in the future.
Enormous new opportunities for marketers
“In this aggressively evolving environment, the opportunities for marketers to find and target audiences based on when and how they are consuming video content is enormous, especially now that brands can expand beyond just demographic data to reach specific audiences and households who are more receptive to their products and services,” the research team says.
Adds Stacey Hawes, US Chief Revenue Office at Catalina: “Today’s marketers need to adopt an omni-channel strategy, and TV has only increased in value with more consumers cutting the cord and moving to streaming options during the pandemic. In fact, more than one in four households no longer have a cable box, so you cannot reach them with traditional linear TV [advertising] buys.”
Among the other key findings:
South African brands again dominate the latest Brand Finance Africa-wide study, but several Kenyan brands put in a strong showing.
Hypothetically, consumers would even go as far as to pay to prevent their personal information being resold to third parties.
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
While culture and history still permeate the North African consumer experience, it is also a region undergoing a dramatic evolution.
Company says order-fulfilment software from the US digitises and optimises the picking, packing, staging and distribution of online orders.
Placing goods that are not on promotion next to ones that are being discounted can have both positive and negative effects.
AzamPesa mobile money wallet set to close the gap between urban and rural areas in terms of access to financial products and solutions?
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
Top brands of the future will not be focused on the products they sell, but rather on serving an ecosystem of stakeholder needs.
Growth is expected to resume in 2023 at more than double the rate of last year, with the retail sector being the biggest spender.
Non-fungible tokens (NFTs) are usually associated with celebrities and market volatility. But there is untapped potential for marketers.