Last year’s Brand Gap reported on the gap between what advertising practitioners knew to be best practice (achieving a balance between branding and activation), and what they actually do with their media spend.
Unveiled at JCDecaux UK’s Upfronts by Justin Gibbons, Founding Partner of Work Research, Brand Gap 2 shows that are now signs of a recalibration of spend. Almost half of advertising practitioners (47%) said they are planning to move money into channels that do both brand and response.
Brand Gap 2 shows that advertisers have moved on from the knowledge that there is an over-reliance on activation, to actively looking at ways of closing this brand gap, with a recalibration of spend towards channels that can do both activation and brand fame. It’s interesting to note that Kantar’s recent BrandZ insight supports our findings, showing a decline of 3% in the growth of the UK’s 75 most valuable brands. In Brand Gap 2, advertisers spoke about ‘consideration’ as the key metric in need of attention to combat this decline, showing the importance of achieving a balance of branding and activation for the long-term success of brands.Justin Gibbons, Founding Partner of Work Research
Brand Gap 2 underlines the continuing importance of getting the balance right between branding and activation. In a two-screen world, the public screen and private screen can work together to give brands ‘the best of both worlds’. The public screen can deliver fame, reach, familiarity, consideration and trust. As we’ve seen today from Facebook’s ‘Better Together’ insight and Lumen’s research, Out-of-Home can also act as a primer to make the private screen more engaging and work harder, significantly increasing consideration and purchase intent and brand awareness.Dallas Wiles, Co-CEO of JCDecaux UK