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IN BRIEF
IPA FOCUSES ON
UK adspend set
BEHAVIOURAL
to grow in Q3
ECONOMICS
After nine consecutive quarters of year-on-year decline, UK
advertising spend is predicted to grow in the third quarter
of this year, according to the Advertising Association (AA)
The UK’s IPA has launched a Behavioural Economics Think Tank
and Warc.
(BETT) to advance understanding around disparities between
Based on data in the latest AA/Warc Expenditure
what consumers say they’ll do when making choices about
Report, total UK adspend for 2009 is now expected to be
brands and what they actually do.
down 12.7pc, representing the worst recession for the
“Behavioural economics provides a floodgate of inspiration to
industry since the survey began in 1982. The good news
our industry,” said IPA president Rory Sutherland. “Our challenge
is that growth of 2.8pc, the first increase since Q1 2008,
is to ‘chunk’ it down and apply it in ways that make a meaning-
is predicted for Q3 2010.
ful difference to client agency dialogue and communications
“The underlying data shows not just the painful reces-
planning and execution. It’s just the sort of breath of fresh air we
sion effect overall but the dynamic reshaping of the UK
need to stimulate our intellectual juices and rise above conver-
advertising landscape,” said Tim Lefroy, chief executive
sations about time sheets and schedules. It gets us back to the of the Advertising Association. “For some it’s the perfect
core of what we do and why we do it.” storm, for others the perfect opportunity.”
The report found that just two media sectors recorded
growth in adspend in Q3 2009, namely internet at 4.2pc
FIRMS MUST
and cinema at 10.2pc. The internet, including search, now
accounts for almost two-thirds of all classified advertising
INVEST IN
according to AA/Warc Q3 2009 data. Across all areas of
advertising, the internet’s gain has primarily come at the
MARKETING
expense of press.
TO SURVIVE
– BRANDING
CONSUMERS WILL SPEND US$6.2BN
EXPERT
IN MOBILE APP STORES THIS YEAR
caption
Consumers are expected to spend US$6.2bn in 2010 in mobile
application stores while advertising revenue is expected to gen-
Leading international branding expert Professor Leslie de erate US$0.6bn worldwide, according to Gartner.
Chernatony recently told a workshop in Galway that brands Analysts said mobile application stores like the Apple App
will only thrive if firms continue to invest in marketing. Store, the Nokia Ovi Store, the Vodafone 360 Store, RIM’s App
Speaking at the ‘Growing Brands Through a Recession’ World, the Palm Pre App Store and the Google Android
masterclass in the JE Cairnes School of Business & Marketplace will exceed 4.5 billion downloads in 2010.
Economics at NUI Galway, Professor de Chernatony Gartner forecasts worldwide downloads in mobile application
explained that during previous recessions, firms that survived stores to surpass 21.6 billion by 2013. Free downloads will
had spent more on marketing than less successful firms. account for 82pc of all downloads in 2010, and for 87pc of
“Research has shown that firms who invest in marketing downloads in 2013.
recovered three times faster when economic conditions return “As smartphones grow in popularity and application stores
to normal,” he said. “As customers do not change their values become the focus for several players in the value chain, more
during a recession, the challenge for brand managers is to lis- consumers will experiment with application downloads,” said
ten to customers, find out what customers value about their Stephanie Baghdassarian, research director at Gartner. “Games
brand, and take a fresh and long-term view when investing in remain the No 1 application, and mobile shopping, social net-
marketing expenditure.” working, utilities and productivity tools continue to grow and
attract increasing amounts of money.”
12 Marketing Age Volume 4 Issue 1 2010
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