In January, Dollar Shave Club began its bid to crack the UK market by launching a TV ad campaign. The mail-order razor company’s success stemmed from a brilliant YouTube video that went viral in 2012, generating growth that, four years later, led to a $1 billion buyout by Unilever.
Now part of a multinational conglomerate, Dollar Shave Club’s advertising is taking a more traditional media buying route. At a time when many other businesses are reducing their dependence and spending on traditional media, this move by content marketing’s poster child feels like a backward step.
The Media Buyer is No Longer King
Advertising used to be simpler. With only so many billboards, magazines, and TV ad breaks, much of a campaign’s success depended on securing the right media placement. This made media buying your biggest expense and the typical budget split between media and the production costs of the ad you wanted to place was 80:20.
If spending just 20% of your campaign budget on production seems low to the modern marketer, it’s because the content landscape has changed dramatically. According to former PepsiCo president, Brad Jakeman:
“20 years ago, brands created four pieces of content a year, each taking about four months to make, with a budget of $2 million. Nowadays, brands are pushing out more like 400-4,000 pieces of content… four months has changed to four days to four hours.”
With more emphasis on earned media and using data to discover cost-effective ways of reaching highly-targeted audiences, businesses today are pushing the media vs production ratio towards a more even split. The most innovative advertisers, who focus more on digital than TV, are now in the 55:45 range.
A major reason for this shift is that advertisers now have access to a vastly increased number of ways to reach specific customers. This requires a firehose of data-driven creative content that you can personalize, test, refresh and reuse across a range of channels. The more even split between media and production also demonstrates that creative content is no longer the add-on to a media buying strategy. The creative and the data now both inform and influence each other equally.
The traditional agency and media buyer model remain relevant for producing and launching big TV campaigns. But creating and managing dynamic, everyday ad content is often left to in-house marketing teams, who are typically under-resourced and lack the skills to produce successful content efficiently.
BONUS: What’s next in terms of figuring out what makes great ad creative? We’ve put together a free Cheat Sheet to help you ensure your creative drives better Facebook Ad Results. Get your hands on your free copy here.Fortunately, this gap in the market is being filled by the emergence of creative technology platforms like Shuttlerock….Continue reading
By: Jeff Bullas
Source: The Shift That Is Changing The Way Brands Deliver Digital Campaigns
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