Marketing Forecast from Ad-ology

Marketers have been tempted to cut back their ad budgets as the recession drags on. This has been especially true in the consumer packaged goods (CPG) sector where private labels brands are aggressively rolling out and capturing market share. But cutting ad budgets is exactly the wrong move according to the latest research.

Is there anything marketers can do to get consumers to like TV ads? This is an important question as one of the year’s most important TV ad-viewing events is on the horizon: the Super Bowl. A new survey reports that consumers appreciate specific elements of TV ad campaigns.

Traditional media is not dead. Spending increases were recorded in some traditional media channels at the end of 2011. This trend means that agencies may have to temper their enthusiasm for new media and include traditional media in their budget allocation recommendations to clients.

Now that more marketers are turning to digital ad campaigns, there’s pressure to stand out from the crowd. One way advertisers are doing this is through the use of more technology. In a recent Wall Street Journal article, Susan Vranica summarized some of the developments that ad agencies expect to see with respect to creative campaigning in 2012.

Globally, automakers are expecting a strong 2012. Demand in the U.S., the world’s third largest market, will be solid, but outpaced by faster-growing economies. This year, U.S. automakers will likely be revving up their ad budgets to compete with international manufacturers who have set aggressive targets in the U.S. market and they’ll also be promoting luxury vehicles and lease financing.

Several major TV events are just around the corner. One report indicates that ads for the upcoming Super Bowl are already sold out. With advertisers committing huge sums to these events, they may be a little nervous about whether they’re getting enough bang for their buck. New research seems to indicate there’s an easy way to extend the reach of advertising following significant TV events.