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Mo' Money For AdLand in 2013
By: Dwayne W. Waite Jr.
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Thus far in 2013, we have seen some promising signs in the advertising world. Brands are bolstering their agency rosters, old brands are coming back onto the national stage to posture for relevance, and surprisingly, other brands are beginning to stick out their necks to do original work.

Are these positive signs for things to come?

Hopefully. A report was recently released on a survey done by a Nielsen subsidiary and the CMO Council on their expectations of marketing spending for the rest of the year. The results are pretty optimistic.

According to the report, 63% of brand marketers expect for marketing budgets to increase in 2013, with emphasis on direct response, mobile advertising, and social media usage.

What was also interesting is that 67% of brand marketers surveyed would not be using any connected TV advertising. That little tidbit reinforces the complications we talked about in an earlier post.

So what are the major increases? The report shows that 70% of participants plan to increase social media spending, 69% plan to increase mobile advertising, and 64% plan to increase video advertising.

Though this isn't quite surprising, it will be interesting to see which social media platforms the brands will target. With there being a social media network for many niche markets, general networks like Facebook and LinkedIn may not be shown the favor they initially expected. The same with mobile advertising; as the mobile experience continues to get richer, brands will have to take time to build a cohesive mobile campaign to target the audience they want.

Another interesting note: 25% of the participants believe direct response spending will increase by over 20%. Given the increased emphasis on "ROI in advertising," that rapid increase makes sense.

All in all, 2013 should be an interesting and exciting year for AdLand. With more money being placed in it, we'll get to participate in and observe how brands are positioning themselves against competitors and within the economy. What ideas will take form? What new and compelling campaigns will we see? Hopefully some. Recently, we all have been clamoring for more investment and resources in our advertising and marketing sphere, since we determined that we needed the resources to truly be creative and successful.

Now, it looks like we'll get the resources. Let's back up our talk.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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