MAM

Huge data growth helped brands slightly, M&E confidence score 82%, finds Publicis' Zenith

MUMBAI: Advertisers in the media & entertainment category are most confident about seeing growth in their category this year. They are closely followed by advertisers in pharmaceuticals & healthcare.

This is the key finding from Zenith’s new biannual client survey. Ahead of marketers attending Cannes Lions 2017, we wanted to find out what are the key drivers of growth and to assess how confident they are about business growth in their category.

Zenith asked clients how confident they were in the prospects for growth in their category this year. We then ranked each category on a scale from 0 to 100, where 0 means everyone expects substantial decline, 100 means everyone expects substantial growth, and 50 means the average expectation is for no growth.

The results were as follows. Media & entertainment advertisers came out on top, with a score of 82.1, followed by pharmaceuticals &healthcare and alcohol. The lowest-scoring category was telecommunications, at 33.3, followed by food & drink and FMCG (non-food).

Ranking of categories by advertiser confidence in growth

Survey of 158 key Zenith clients around the world

Category

Confidence index

Category

Confidence index

1. Media & entertainment

82.1

7. Travel

61.4

2. Pharma/healthcare

70.3

8. Retail

60.0

3. Alcohol

70.0

9. FMCG (non-food)

55.7

4. Luxury

67.6

10. Financial/insurance

53.6

5. Beauty

67.2

11. Food & drink

48.4

6. Automotive/vehicles

63.6

12. Telecommunications

33.3

Key drivers of business growth

We then asked our clients to look at the drivers of business growth, ranking them according to how important they believed they were for their brand. From most important to least important, the factors were ranked as follows.

Ranking of contributing factors to business growth

Survey of 158 key Zenith clients around the world

1. Data & technology

2. Business transformation

3. New competitive positioning

4. Geographical expansion

5. Diversification

6. Automation

7. Mergers & acquisitions

The first three factors were ranked closely together, with quite a big gap between numbers 3 and 4. Adapting to the challenges of a transforming economy is clearly the main priority for advertisers.

Translating growth in data to business growth

We also asked clients how the huge increase in data has affected three areas of their business: buying efficiency, creating new insights into consumers, and generating profitable brand growth. For each area we gave them five options: data has made it more difficult, has had no effect, has slightly improved it, has greatly improved it, or has revolutionised it. And for each area there was one overwhelmingly popular response, with 50% or more of responses. These were as follows:

  •          The huge increase in data has allowed us to make small improvements in buying efficiency.
  •          It has allowed us to create much better insights.
  •          It has improved brand growth slightly.

So while most clients agree that data has significantly improved their consumer insights, it has not yet transformed their buying efficiency or brand growth.

“Brands have the opportunity to harness data and technology to transform their businesses and accelerate brand growth, but are having difficulty in turning theory into practice,” said Vittorio Bonori, Zenith’s Global Brand President. “Agencies must step up and work in partnership with their clients to unlock the true potential of this revolution in communications.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/sonu.jpg?itok=eRxQRRXR
Ipsos India in overdrive with Mystery Shoppers

Barely two months since Ipsos launched Mystery Shopping in India, apart from marketers who are capitalizing on the opportunity for securing unbiased feedback from customers to improve products and services, there is also an interesting opportunity emerging from the consumer’s standpoint.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/kalyan.jpg?itok=3n19zdUS
Kalyan Jewellers hosts exclusive evening with Shweta Bachchan Nanda at Ahmedabad showroom

Kalyan Jewellers, India’s trusted and leading jewellery brand today hosted an exclusive evening for some lucky customers from the city.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/nori.jpg?itok=ccCt5qGy
One Take Media Co acquires 3D Animation Show Nori-Roller Coaster Boy

One Take Media Co(OTMC), pioneer in Movies, OTT, VAS, kids contents expands its catalogue with the acquisition of sought after Nori–Roller Coaster Boy from Xrisp, South Korea.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/rishi.jpg?itok=GankZCUY
Rishi Vasudev to head Myntra-Jabong fashion and lifestyle division

Just a week after naming Amar Nagaram as the head of Myntra-Jabong, Filpkart has now promoted its fashion department head Rishi Vasudev to handle the additional responsibility of the fashion and lifestyle categories of its fashion portals Myntra and Jabong.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/pankaj.jpg?itok=jcmGL7Xi
Pankaj Vasani wins ICAI’s “chief financial officer of the year” award 2018

Publicis Groupe’s Executive President & CFO, South Asia, Pankaj Vasani, has been awarded “CA CFO of the Year in the Media & Entertainment Sector” by the Institute of Chartered Accountants of India (ICAI) at the 12th ICAI’s Leaders & Business Excellence Awards held in Mumbai on 19...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/Bajaj.jpg?itok=zHewu0GZ
Bajaj Auto launches new brand identity ''The World’s Favourite Indian''

Bajaj Auto Ltd, India’s leading automobile company, has released its new identity as “The World’s Favourite Indian” to announce its dramatic transition from a domestic scooter maker to a global motorcycle powerhouse in only 17 years.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/idbi.jpg?itok=qziHfwOC
Seven talented children emerge as the winners of the first edition of the IDBI Federal Quest For Excellence

After receiving thousands of entries from across the country and even internationally, IDBI Federal Life Insurance today announced the names of the seven talented children who have been selected as the winners of the first edition of the IDBI Federal Quest For Excellence #YoungChamps programme.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/Bajaj-Electricals.jpg?itok=PCkaJQbc
Bajaj Electricals Ltd. donates Kabaddi Mat to Central Sports Academy Abhinav Dnyan Mandir to promote sporting activity among kids

Bajaj Electricals Ltd., India’s leading player in consumer durables, fans, lighting and engineering projects company donated Kabaddi mat to the Central Sports Academy Abhinav Dnyan Mandir, Karjat. The event is facilitated by Pro Kabaddi League and through this donation Bajaj Electricals aims to...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/22/netmeda.jpg?itok=PWcVNInk
Netmeds.com shows that each house has a Dhoni

Online pharmacy Netmeds.com has launched a new campaign featuring its brand ambassador and former captain of India’s men cricket team MS Dhoni.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories