The ‘shiny new things’ super-category covers bigger, more expensive and less frequently bought treats that feed our passions and keep us up with the latest trends – such as the latest smartphone or that must-have handbag. It includes computers, games and consoles, clothing and accessories, consumer electronics, telecoms and toys.
Clients in this category invested around £3.8 billion in media during 2017. Overall digital spending for ‘shiny new things’ brands has increased from 30% in 2013 to almost 50% in 2017. TV and print newspapers have been the main casualties of the digital switch.
Benchmarketing’s analysis shows that, although all cases include some newsbrands in the media mix, low spending in these channels is harming the profit return from the campaign. This results in lower payback for the entire campaign and diminishing returns from overinvestment in digital media.
To maximise campaign PROI for brands in the ‘shiny new things’ super-category, Benchmarketing recommend that an average 16.8% of the total media budget is allocated to print newspapers, while maintaining digital newsbrands’ share at 2%.
Clients are losing out on over £1.4 billion potential profit through underinvesting in print newsbrands.