Advertising habits and perspectives

We are about to start the second quarter of the year and several of the economic sectors are presenting a recovery trend and, without a doubt, one of them is advertising.During the year 2021, different studies were carried out that anticipated this recovery and growth with respect to 2020. The company IAB Mexico, with its Study Expectations of Media Ad Spend Advertisers 2021 – 2022, indicated that by 2022, 51% of companies would invest more than the previous year, despite the fact that the same percentage claimed to continue to have an impact due to Covid-19, but to a lesser extent than in 2020.

One of the most favored media that will present a rapid increase in investment in recent years will be digital, since of the total, 55% of investment will be allocated to online media followed by 23% investment for broadcast and pay TV.

It is not surprising that digital media now absorb the attention of companies, and it is that confinement brought acceleration in various areas that are here to stay, such as online shopping or meetings.

nes by videoconference. Brands like Zoom now feature in the top 100 of The Best Global Brands 2021 ranking published by Interbrands, a brand that three years ago lacked popularity.

Before, for a marketer, publicist or communicologist, it was relatively easy to put together an advertising guideline with the number of media, markets and messages; Now, it means quite a challenge, so we must know the media consumption habits of the market profile we are targeting.

The effect of provoking, through advertising, reactions in the individual’s body through one or more of our senses becomes more and more a challenge for companies; Those of us who have been in marketing for a long time will remember campaigns like Telcel, Coca Cola and others of this caliber, which impacted us in a forceful way, but what has changed?

In the first place, the amount of media to which we are exposed and that have increased notably, as well as the number of messages, the different tastes and preferences of consumers and the offer of products and services.

Obviously, media consumption habits in CDMX are not the same as in Tapachula or in the city of León, and for this reason, at Inmersa Research Laboratory we generate statistics according to different segments and different locations.

This month we are launching a study in which you will be able to identify the media consumption habits of the population of León, Guanajuato, and to give them a little taste we share the results of digital media consumption.

87% of Leonese access the Internet through a smartphone and 84% do so through a computer. 71% of people in the locality browse the Internet throughout the day and 31% do so for more than 8 hours.

The active social network accounts that Leonese have are in order of importance: Facebook (93%), Instagram (87%) and Twitter (62%), 97% access every day. For those intrigued by TikTok, almost a third use it (31%) and well, you have to give it a try, it has only been in the market for 4 years against 17 for Facebook and 15 for Twitter.

There are two situations of concern in advertising: businessmen who do not believe in advertising and therefore do not invest in it, and the most worrying, those who believe in advertising but do not invest adequately.

Currently, there are various tools that help identify the best investment options, one of them is media consumption statistics. Ask for our report on local media consumption habits and your budgets will surely be more precise.

Leave a Reply

Your email address will not be published.