Digital loves a bit of pumping up its own tyres in it’s never ending quest for eternal yearly growth, but when you look at the latest Top Advertisers Report from Nielsen it seems in the categories that matter digital is barely keeping up with such unsexy cousins as DM, Radio and Cinema.
This is one of those reports commercial/sales director types read and then bang their fists on the desk wondering why their publication isn’t seeing as much of these dollars as they feel they’re entitled. Then they call in their sales team and ask them for a business plan as to how they can extract more out of advertiser x in the next 6-12 months.
The report is summarised in the latest AdNews and doesn’t do online any favours at all.
Retail Category – worth 2bn – Digital share = 1%
Entertainment & Leisure Category – worth 780m – digital share = 3%
Food category – worth 380m – digital share = 1%
Alcohol category – worth 110m – digital share = 3%
Toiletries and Cosmetics – worth $250m – digital share = 1%
Hair Care – worth 60m – digital share =1%
Travel – worth $520m – digital share = 7%
Pharma – worth $240m – digital share = 2%
Mobile Phones – worth $50m – digital share = 6%
Is this correct? Well, I have my doubts but I don’t know the methodology. If it used Nielsen’s horredous AdRelevance product you can pretty much bin the results for digital.
According to this, digital spend in the Entertainement and Leisure Space was around $2.3m across ALL advertisers … I know clients in this space that would have spent that individually in a year.
Leads to the question, why would Nielsen include digital if the methodology is so woefully inaccurate? And shouldn’t it have been checked by relevant industry bodies before being made public.
Plus, shouldn’t this data – if truly reflective and valuable to anyone – include search engine marketing … you know, the $800m+ per annum advertising channel.
Tells a great story for TV and press – doesn’t looking like this digital thing is creating any headaches at all for them maintaining their share.