Motors clients invest heavily in media, spending almost £1 billion pounds in 2017. Traditionally heavy newspaper spenders, motors brands have cut print allocations substantially since 2013, with only small spending rises in digital newsbrands.
Benchmarketing’s analysis shows that low spending in newsbrands is harming the profit return from the campaign. This results in lower profit payback for the entire campaign and diminishing returns from over-investment in digital media.
To maximise PROI it is recommended that a minimum of 7.7% of the total media budget is allocated to print newspapers and 2.6% to digital newsbrands.
Analysis shows that TV-led multimedia campaigns using a wide variety of media are most successful at generating maximum profit return on investment.
Clients are losing out on £56.2 million potential profit through under-investing in newsbrands, particularly print.