Finance clients invest heavily in media, spending £1.5 billion in 2017. Traditionally heavy newspaper spenders in the past, finance brands have cut print allocations substantially since 2013, while spending in digital newsbrands has remained stable.
Benchmarketing’s analysis shows that low spending in newsbrands is harming the profit return of campaigns. This results in lower payback for the entire campaign and diminishing returns from overinvestment in digital media.
To maximise PROI it is recommended that a minimum of 11.9% of the total media budget is allocated to print newspapers and 5.6% to digital newsbrands.
Analysis indicates that TV and digital display are important lead channels for brand and response advertising respectively.
Finance clients are losing out on £264 million potential profit through underinvesting in print and digital newsbrands.