The original interview can be found at candid.news
Substantially more is being spent in the fourth quarter, as if advertisers want to make up for the damage of the first half of this year. 'Meanwhile, almost everything is on again,' says Matthijs Kloezeman of Stroom.
It is now well known: media spending has logically fallen sharply. Especially in the first and especially the second quarter and at the end of the year there will be a minus under the line. Yet the outlook is less dramatic, even in this second wave. In the third quarter, spending grew again. But also in the fourth quarter, despite the new measures, there is hope and advertisers seem to want to make a "final sprint" more than in other years. The predictions are that the fourth quarter will be the best this year.
Communications Consultant Matthijs Kloezeman of Stroom also sees since the third quarter that spending is picking up again, both in the industry and at STROOM and CANDID. And that continues in "Q4. "Traditionally, the fourth quarter is the busiest period of the year when advertisers and marketers take another critical look at goals and determine how to achieve them. "
This year is no different, says Kloezeman. Perhaps more than ever, he confirms. "We see advertisers activating campaigns because it is 'allowed' again and budgets have been released. At the beginning of the crisis, the question was whether advertising was appropriate. Now that there is a new reality, that includes advertising - and achieving goals."
Industry-wide
This includes the full breadth of industries. "Almost everything is on or on. From food (Vivera, CelaVita, BiFi, John West) and living (Bruynzeel, Somfy) to Finance (Hypotheker, BrandMR). We are even already looking ahead to 2021 with our clients from the tourism industry."
Radio and TV popular
Which medium types are deployed now - online is in fact beyond dispute - depends on the objective, strategy and type of brand. Kloezeman notices that TV and radio work very well in combination with online. ,,For most clients we work with an annual schedule, where we build on brand awareness and image during the year, for example. This can be done perfectly well with TV and radio, and then by using online video and branded partnerships, for example, to further increase awareness of the proposition. Once again this year it appears that TV and radio are still able to provide quality traffic to the website, which ultimately ensures a better ROI on your media campaign."
When asked whether it works for advertisers to make that final sprint in the fourth quarter, the answer is both yes and no. Kloezeman: "If you know in advance that you want to make the final sprint because you've been working toward it all year - seeding, as it were - then it's good reaping in the fourth quarter. But if you find out last-minute that you're only at 60 percent of your growth target and you still have some time to gas, it may be too late. So you try to avoid that in cooperation with your media agency by creating a good annual strategy."
Growth from consistency
Stroom has advised clients to continue campaigning as much as possible in times of crisis if appropriate. , "Because that allows you to take advantage of lower costs and a lower number of active competitors, so the client continues to grow as a brand. Although, of course, that is not possible for everyone."
In general, Stroom wants to pass along: don't be reluctant to want to grow in uncertain times. ''Growth comes from consistency: keep investing in both brand and activation. In marketing communications land, the only constant is change, and this year is no different. Make two or three big goals for the calendar year and pursue them with sub-goals. Or in short, make a plan and stick to it."