This week my column about "imperial advertising" went top 10 most read in Italy and published on TVREV. And after egta conference in Amsterdam I went into a new analysis.
I discovered that for every $100 spent on advertising worldwide, about $3 equals everything the industry spends making scripted film and TV.
The ad market will reach $1.3 trillion this year (WPP Media). The new money alone, roughly $106 billion, is 2.6 times the cost of all scripted production.
Where does it go? Google’s search revenue grew 17% last quarter. But 68% of US searches now end without a click. Advertisers pay more for clicks that are harder to attribute, and according to Les Binet, advertising is 4% more efficient since Covid and 11% less effective.
Brands moved to what they can measure and control easier. And what they buy is rented. When the campaign ends, the attention goes back to the landlord.
The alternative is owned attention.
Many brands lately built this attention offline first with specific niche solution. Functional, no compromise. HOKA, On, for example. Then they started building their community through inspiration and example. They built peer to peer relationship not broadcast system top-down.
Owned attention helps keeping demand stable and ongoing. Is it something valid only for unconventional and experience brands? No. These brands are successful because they meet people where they are and because they are relevant in their bubble. Big FMCG brands have to exit the monoculture and mainstream only and start existing in those bubbles.
in the link in comment a quick test to see wether your brand is a creator or a broadcaster.
And if you want to check the efficiency of your social content DM me for a free consultancy with a brand communication score dedicated to your brand.
Do you have owned attention? A proprietary audience and not only a rented one on media? How do you build it?
Click this link to discover it. It is a free test.