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Intelligence Briefs

Cutting spend now will cost your brand

Industry Contributor

David Scribner, Chief Customer Officer
oOh!media

25 November 2019 2min read

As ad spend trends up internationally, Australian advertisers need to be mindful of how they’re fairing in comparison. Our experience is that despite a down market currently, there is huge potential for advertising spend to hold or grow and this is backed up by research conducted by WARC and discussed in this article by the UK Advertising Association.

 

Key points:

  • Q1 and Q2 2019 saw growth in international advertising spend despite political uncertainty
  • While Q3 was flat, Q4 is expected to climb with an overall 2019 forecast of +5 per cent
  • Though we’re living in uncertain times at an international level, marketers aren’t backing down on ad spend
  • The ad market in Australia may be experiencing its own struggles, but this is an opportunity for smart marketers to increase their brand’s share of voice

My Takeout

A ‘wait and see’ approach may cost you in the long run. Smart advertisers are continuing to invest in advertising despite the down market we’re experiencing locally. What makes them smart? Because they understand real growth happens for brands when they step away from the pack. 

In the UK, despite sustained political uncertainty over Brexit, it appears advertisers there also buy into that argument.

And while there is always pressure on budgets when markets are soft, Gartner research shows that marketers are confident that budgets will rebound in 2020.

So my advice is that advertisers should hold their nerve through rough terrain and be smarter with their media investment, rather than reducing it, as media advertising is crucial to long term brand building. Any cuts in spend and pricing now will lead to harder times in the future where it may be difficult, if not impossible, to claw back the position their brands now hold. 
 

Let’s go. What do you think?

Industry Contributor

David Scribner, Chief Customer Officer
oOh!media

David brings a unique combination of experience as both a Chief Marketing Officer and a Chief Executive Officer in customer-centric and digitally driven challenger businesses. David was the former Chief Executive Officer of Virgin Mobile, where he oversaw significant growth based on customer first strategies

David joined oOh! in 2018 as Chief Customer Officer to support the company’s strategy and deliver on its vision of being a new Out of Home media company.

Drawing on over 20 years of experience in business and marketing, David is focused on driving oOh! to new levels of customer-centric focus and development. As well as Virgin Mobile, David has proven experience in some of Australia’s largest brands - such as Telstra, Nestle, and AGL - to achieve valuable consumer-brand relationships in B2B and B2C audiences.

David holds a Bachelor of Commerce (Marketing) from the University of New South Wales. He is also the current Chair of Ad Standards, having previously served on the Board of the Australian Association of National Advertisers (AANA).

Market Voice

Best brands on Twitter for 2019: Airbnb, Xbox, OptusSport, ANZ, IBM, Sportsbet and Apple

As 2019 comes to a flying finish, Twitter has named the standout brands and their work on the platform this year. From IBM Australia’s Best Use of Live Streaming to xBox’s gamification project as the Best Digital to Physical Activation, there’s a terrific line-up of market-shaping case studies and work launched this year. All of them have created human-centric ideas and triggered conversations across a variety of categories which drove impact on Twitter in Australia and beyond. Check them out here. 

Go deeper 2min read

Lee Owens

Head of Brand Strategy, Twitter Australia

Twitter Best Of 2019

8 December 2019 2min read

Best brands on Twitter for 2019: Airbnb, Xbox, OptusSport, ANZ, IBM, Sportsbet and Apple

As 2019 comes to a flying finish, Twitter has named the standout brands and their work on the platform this year. From IBM Australia’s Best Use of Live Streaming to xBox’s gamification project as the Best Digital to Physical Activation, there’s a terrific line-up of market-shaping case studies and work launched this year. All of them have created human-centric ideas and triggered conversations across a variety of categories which drove impact on Twitter in Australia and beyond. Check them out here. 

Go deeper 2min read

By Lee Owens - Head of Brand Strategy, Twitter Australia