“We’ve been looking at the forward numbers for Q3 and Q4 and they’re very, very positive.”
That’s the official word from Carat chief investment officer Craig Cooper.
Cooper joined The Iconic CMO Alexander Meyer and Witchery head of marketing Jennifer Petropoulos to discuss channel mix in the latest episode of AdNews Asks.
According to Cooper, all channels recorded declines ranging from 15% to 50% year-on-year in H1.
However the overall decline appears to be waning, particularly as television and digital make a resurgence.
“The ratings were up given more people were at home but the spend drastically reduced during the lockdown months," he said. "It’s definitely coming back post-July.”
Make sure to watch below and see his analysis of all channels, including OOH, radio, cinema and print publications.
The Iconic, which draws between 14 million to 16 million views a month, has accelerated its owned channels with agile content plans and strategies.
Meyer said COVID-19 has amplified trends in marketing and communications, instead of creating a new direction.
“The strongest channel for us in terms of impact reach and engagement and conversion point of view is CRM,” he said.
“We’ve fostered a couple of tactics with a bigger focus on segmentation. Customers in Victoria [for example] have different requirement than people elsewhere.”
In addition to sending territory-specific content, the sports category has been a dominant area of demand for consumers.
For Petropoulos, the migration of employees to Work From Home arrangements has also impacted channel mix.
“Typically, we rely on high reaching brand awareness channels like OOH, Youtube and PR activations as well as search, affiliates and paid social. We had to revisit our strategy.”
Budget allocation has increased for paid digital, with organic social channels also driving growth.
“I do expect our channel mix to return to more like the pre-COVID mix as we move to the summer season and all of our lives return to some form of normality.”
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