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Duncan Southgate From Millward: Digital Can Build Brands
Manuela Walfenzao| 18 de septiembre de 2017
Southgate: La tendencia indica que digital es más efectivo que la TV
Duncan Southgate, Millward’s Global Brand Director for Media and Digital told PRODU that in their experience of brand tracking studies, they tend to see digital being more cost-effective in terms of the reach and the brand impact it delivers than TV. “We tend to see that about 19% of the media spend is going on to digital channels vs about more than 60% for TV, and the rest is the other things, but that 19% that’s being spent on digital is responsible for about to 40% to 50% of the brand impact that the whole campaign is generating” he said. So, based on that data is why Southgate said, they are quite big fans of digital. “We’re not saying you should be slashing your TV budget, but we’re saying there is a potential to maybe take 5% or 10% of your TV budget which can make a significant improvement in your digital budget, and usually for most brands, that will improve their overall effectiveness.” Even though these cost-effectiveness results, the biggest problems in the advertising industry today are all due to digital, he said. He mentioned the lack of viewability to deliver on the promise of better targeting, the ad fraud, or the fact that people just don’t like digital ads “but given that it works well, the digital industry has to address these problems, otherwise, and particular in the mobile space where people really don’t like ads, there is a danger that the industry will shoot itself in the foot.” For Southgate, the industry spends a lot a time talking about the brands need to have a longer-term strategy for digital. “We know that the long-term effective advertising is far more impactful than the short-term effect, and the two are not correlated. So being good in the short term, doesn’t mean you’re going to build your brand in the long term. So that’s really where we focus lots of our research, and digital can build brands, and the long-term is worth more than the short term if it’s done well. That is a thing where brands need to reconsider, how they are using digital, otherwise there is a danger that the industry will struggle in the years to come” he concluded.
